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Making Letters Talk Business 


Covering points of vital importance 

To 

The Correspondent and the Stenographer 
in the Development of Teamwork 
to the End That Their Letters 
May Become More Resultful 


The American Rolling Mill Co. 
Middletown, Ohio 


Prepared By 

Sherman Perry 

Correspondence Department 


Talk nothing but business , 
and despatch that business 
quickly. 

From a placard over the door 
of Aldus’ printing office. 




Copyright 1924 

The American Rolling Mill Co. 



APR 30 1924 


That man is most original who 
is able to adapt from the 
greatest number of sources. 

—Carlyle 


©C1A792195 


/VI 0 


I 


ESSENTIAL PRINCIPLES 


Page 


A Hook in Every Line 


58 

A Nose for News .... 


57 

Begin Promptly .... 


37 

Clearness ..... 


26 

Conciseness ..... 


27 

Connection: Words and Phrases . 


28 

Conviction ..... 


20 

Courtesy ..... 


5 

Defunct Phrases .... 


9 

Driftwood in Letters 


7 

Getting Under Way 


38 

Point of contact 


39 

When you must refuse 


40 

“Complaint” letter 


41 

The unsolicited letter—getting attention 

42 

Glittering Generalities 


56 

Paragraph Development 


35 

Persuasion ..... 


22 

Positive Appeal 


52 

Reason Why ..... 


53 

Series No. 1 .... 


64 

Series No. 2 .... 


70 

Sesquipedalianism .... 


62 

Tact ...... 


46 

The Central Selling Point 


54 

The Clincher ..... 


24 

The Complete Picture 


15 

The Injured Tone .... 


61 

The Personal Touch .... 


59 

The Point of Contact 


18 

Transition ..... 


34 

Variety ..... 


. 30-33 

Words—The Working Tools of the Letter Writer 

17 

Your Destination .... 


44 


















COURTESY ALWAYS PAYS A DIVIDEND 


Courtesy is simply the expression of the best that is in 
us in our dealings with our fellow men. It is something 
our workers remember; something those with whom we deal 
will not forget. In any organization it promotes a spirit 
of harmony that reflects itself in a finer personnel and a 
bigger opportunity for everyone to produce finer work and 
thereby find a greater opportunity for advancement. 

It is a double-barreled opportunity for the workers. 
By tactful courtesy they help build up their company—and 
the bigger we grow the greater is their individual advance¬ 
ment. Furthermore, courtesy always attracts attention. 
It’s the finest advertisement a man’s personality could 
have, and, all other things being equal, promotion always 
goes to the men with the Armco spirit, which embodies 
courtesy and a square deal. 

Summing it up, courtesy pays all the way through any 
plant or office. Its dividend is realized not only in cold 
cash but in what is worth infinitely more—in self-respect 
and happiness. 



President. 




I BELIEVE 


I Believe every letter reveals a quality of mind and an order of 
method, from which the reader takes my measure. 

I Believe that it is to my self-interest and the interest of my company 
for me to write letters that are a true reflection of the 
business-building ideals and policies of my company. 

I Believe resultful letters are but good speech transported by the 
mediums of black ink and white paper. 

I Believe in the elimination of stock phrases—those chestnuts that 
make letters flat and commonplace, and the inclusion of 
words—vitalized, humanized, concretized—that make the 
reader see> feel , understand , believe , and act. 

I Believe all letters that linger in the reader’s memory and cause 
him to respect, believe, or love me, originate in the heart 
first; the mind, second; and that unless the heart is right, 
one should not attempt to write. 

I Believe every letter sells something—goods or good will; that I 
should strive patiently, earnestly, and persistently to make 
every letter a good will booster. 

I Believe every letter should be aimed at a definite objective; that 
unless I first know what my letter is to accomplish, I can¬ 
not hope to write a resultful letter. 

I Believe every letter should radiate earnestness, sincerity, enthu¬ 
siasm. Above all, it should have the warmth and glow of 
the handclasp of friendliness. 

I Believe that one gets out of letter-writing just what one puts into 
it; that letter-writing requires constructive imagination, 
an ability to use words, and a willingness to pay attention 
to “little details.” 


And 

I Believe the ability to write good business letters brings a new joy 
to the day’s work, a sense of satisfaction that comes with 
things well-done. 



Let the writer of business letters realize that he must dig 
deep if he expects to pile high. 


DRIFTWOOD IN LETTERS 

Stock phrases are the deadeners of letters. Hackneyed, 
meaningless, threadbare, business debris—stock phrases are 
the dregs of routine thinking which lulls the writer into 
business insensibility. “According to our record,” “Con¬ 
tents of your esteemed favor duly noted,” “Permit us to 
advise you that your order has gone duly forward,” and 
kindred driftwood are responsible for the dishwater flatness 
of some letters that look, read, and sound commonplace. 

A business executive was looking over the firm’s out¬ 
going mail. He came to the realization that practically all 
their letters were alike—the same singsong monotony that 
would handicap any business. Furthermore, he realized 
that good postage stamps and much money paid to cor¬ 
respondents and stenographers were going into letters that 
could never add to the company’s prestige and good will. 

Taking a few of the letters, this business executive held 
a brief roundtable discussion of the possibilities of every 
present-day business letter. He explained that letters 
should be real, living, breathing personalities that stand up 
and talk like a man’s man. Then holding up one of the 
letters he read, ‘We beg to state.’ 

“Men and women,” said he, “we are not in the begging 
business. Just throw that expression overboard. ‘Con¬ 
tents of your esteemed favor duly noted’ sounds nice and 
may tickle the vanity of the dictator, but what our reader 
wants is information. Let’s not disappoint him. ‘Permit 
us to advise you that your order has gone duly forward’ 
may be consoling in that the order went forward and not 
backward, but why so many words? Tell him what was 
shipped, when and how it was shipped, and let it go at that.” 


8 


Making Letters Talk Business 


Before they left that discussion they had discarded a 
mass of deadweight phrases. And as a result, their letters 
began to radiate enthusiasm that had the sparkle of an 
interesting personal conversation. 

In the newspaper office stock phrases are called 
‘bromides.’ A metropolitan newspaper defines the word: 
“A bromide is a word, phrase or expression, or turn of style? 
that is especially lacking in originality—-overworked, hack¬ 
neyed—-a ‘chestnut.’ ” And just as the editor carries on a 
war of extermination against bromides, so should the cor¬ 
respondent exterminate stock phrases. 


What is the first business of one who 
studies philosophy? To part with 
self-conceit. For it is impossible for 
any one to begin to learn what he 
thinks that he already knows. 

—Epictetus 









Defunct Phrases 


9 


Do not write until you have something to say. Think first: 
Then write. 


DEFUNCT PHRASES 

According to our records 

This is quite obvious. Your reader knows that we 
get information from our records. 

Advise 

The most abused, misused, and overworked word in 
business writing. It means to give advice , not to 
inform or tell. 

Along these lines 

A result of worditis. 


And oblige 

Stilted, hackneyed, awkward, like the final bow of 
the inexperienced speaker. 

As PER 

Don’t mix languages. Per is a Latin preposition. 
Have faith in good old Anglo-Saxon, a ton a pound, 
etc. 


As THE CASE MAY BE ] 

As TO YOUR PROPOSITION / 


More worditis. 


Assuring you of our prompt attention 

In other words, we want the reader to feel that we 
will get up and dust, but this old singsong way of 
saying it makes him yawn. 

At an early date 

Intended to convey the idea of haste, but the expres¬ 
sion is worn to a frazzle. 


At all times 

Always is two words shorter. 

At this time 

A present tense verb, is or are , is more expressive. 
At hand 

A chestnut of the first rank. 



10 


Making Letters Talk Business 


The first aim of language is to communicate our thoughts; 
the second , to do so with dispatch. 

At the earliest possible moment 

In the same class with “at an early date.” 

At your earliest convenience 

Threadbare and hasn’t the least flicker of life. 

Attached find 

Attached is. He will find it. 

Attached hereto 

Why hereto? How could it be otherwise if attached? 

Awaiting your further orders 

A very weak way of asking for anything. 

Beg 

Let’s be too proud to beg. We’re not in that 
business. “God pity the beggar that begs to ad¬ 
vise.” 

By return mail 

Immediately or at once is stronger. 

Complaint 

Harsh, disagreeable, don’t use it at all. 

Contents carefully noted \ 

Duly noted / 

Words that clutter up the meaning. They mean 
nothing. 

Enclosed herewith 

If enclosed it must be herewith. 

Enclosed you will find 1 
Enclosed please find j 

Say enclosed is , and then arrange the enclosure so 
he doesn’t need to hunt for it. 

Esteemed favor 

A strained attempt at courtesy. Be natural, the 
same as in conversation. 



Defunct Phrases 


11 


Stereotyped formulas are fatal; they are relics of the past , 
they require no thought; they are commonplace and out-worn . 
Stereotyped formulas are NOT among the working tools of the 
effective letter writer. 


Even date 

Always give the date as it should be: June 10. 


Favor 

A letter is a letter, not a favor. Why not say what 
is really meant? Favor is a perfectly good word, 
but favor and letter are not interchangeable. 

For your information wish to advise 
These words are never necessary. 

Hand you 

Sounds like the old familiar saying “hand you some¬ 
thing.” 

Has come to hand 

Why not answer in such a direct, businesslike man¬ 
ner that the reader will know you got his letter? 

I HAVE BEFORE ME YOUR LETTER—HUM! HUM! AHEM! 

Why all this flourish? Facts that are vital to him 
are what the reader wants. He doesn’t care where 
you have his letter. 

In due course 

Be more specific. 

In reply wish to state that 

Just go ahead and state it or say it. Omit this 
preliminary. 

Inst., prox., ult. 

Indicate the month as June , July , August , etc. 

Kind 

Often used, as “ Your kind favor, ’ ’ “Your kind offer." 
Kind is a good word when used in connection with 
an act of personal consideration, but not every 
letter is a 66 kind favor" nor is every order a (6 kind 
order." 



12 


Making Letters Talk Business 


Every letter sent out on Armco stationery should be worthy 
of the character , reputation , and tradition of Armco. 

Kindly 

In the expression “ May I kindly ask you to furnish 
us with this information ,” kindly indicates the man¬ 
ner of asking. Is your own act a kind act? Would 
you “unkindly” ask someone to furnish the informa¬ 
tion? Courtesy there must be always, but courtesy 
should never be strained. Consider this statement: 
“May I ask that you kindly furnish us with this 
information .” 

Oblige 

(( and oblige , Yours very truly” is a weak ending. 
It is in the same class with the participial ending. 
It is antiquated. 



OUR MR. HENDRICKS 


Prefer Mr. Hendricks, our representative. 

Our records show 

Don’t talk about records. Your reader wants in¬ 
formation. 

Please be advised that 

Observe that these words are wholly unnecessary. 
Proposition and line 

Business slang; they mean practically anything. 
Permit me to say 

Go ahead and say anything that is essential. That’s 
your privilege. 

Recent date 

Indefinite and worthless. 

Referring to the matter 1 

Regarding your communication of \ 

Referring to your favor I 


An ineffective way to begin a statement. The 
writer isn’t clear in his own mind about what he 
has to say. 



Defunct Phrases 


13 


Many people know Armco only through Armco letters. 

They judge us by our written messages. What shall their 

judgment be? 

Same (as pronoun) 

Always wrong in expressions like: “Same was 
shipped yesterday.” Use the exact word: order , 
letter , telegram , etc. 

State (for say) 

Too formal. 

Thanking you in advance 

Such a thing is impossible. Furthermore, it is 
assuming that the other person will, of course, do 
what you ask. Such an expression is close to 
discourtesy. 

The whiter wishes to say 

Never use THE WRITER except in cold, formal 
writing where personality has no place. THE 
WRITER is a strained attempt to avoid personal 
reference. Again! BE NATURAL. 

The above subject company 

Under the above subject 

If you have stated the subject of your letter, these 
expressions are circumlocutions. 

This is to inform you that 
An obvious statement. 

THIS LETTER IS FOR THE PURPOSE OF ASKING THAT 

Let your purpose be clear and unmistakable through 
the force and character of your writing. 

Trust this will be satisfactory 

Sometimes used to smooth over a disagreeable 
situation, but it is weak and ineffective. 

Under separate cover 

Generally not necessary. It is better always to 
tell in a natural way how anything is being sent—by 
mail, by parcel post, by express, etc. 




14 


Making Letters Talk Business 


Up TO THIS WRITING 

Always apparent. 

You CLAIM 
You SAY 
You STATE 

Don’t use these expressions. They imply doubt. 
We or I 

When speaking of the action of the firm use “we” 
When speaking of the writer’s action, “I” is proper. 
Do not use we and I to refer to the same antecedent 
in the same letter. 

We see by your letter 

We take pleasure in sending you herewith 
We wish to call your attention to the fact that I 
We wish to inform you that 
We wish to notify you that 
We would advise 

Mere palaver. A sure indication that the dictator 
is going through limbering up exercises and is not 
yet ready to think. 

Wish to say 
Would ask that 
Would say that 
Would state 

Wordy, ineffective, and most unnatural. 

Your letter received 

Just answer it; trust his common sense to tell him 
that you received it. 

Yours of recent date to hand 

Lifeless. Make the reader feel your presence on 
this end of the line. 

There is only one solution to this question of commercial 
chestnuts. Don't use them. And that doesn’t mean that 
you are going to impoverish your vocabulary. Rather will 
your stock of words become more alive, more effective, and 
richer by far; because in the place of these castaways there 
will come other words that will enrich your writing with 
flexibility—the ability to construct sentences that ring with 
virility. 





The Complete Picture 


15 


Let the letter writer get a clear picture of his job; but don't 
let him be so self-conceited as to plank himself in the center of 
his picture . 


THE COMPLETE PICTURE 

If your letter influences the reader to do what you want 
him to do, and, at the same time, retains his good will, then, 
you have a 100 per cent letter. Careful inspection of letters 
that accomplish this end, shows conclusively that certain 
well-defined principles are followed out. What are they? 

1 The subject matter is made interesting; 

2 There is no monotonous recital of irrelevant 
detail; 

3 The reader is made to see a vitalized picture 
of the product; 

4 This mental picture creates a desire that in¬ 
duces positive, favorable action. 

In other words, in your letter there must be: 

1 A point of contact 

2 An element of conviction 

3 An element of persuasion 

4 A clincher 

How does the successful correspondent, step by step, 
develop or construct these different pa.rts? He has but one 
stock in trade upon which to draw. And that is LAN¬ 
GUAGE. Language determines the dress of the letter, its 
effectiveness, its punch. Language is effective when you: 

1 Use interesting, picture-building nouns and 
adjectives, and lively verbs full of action; 

2 Avoid an over-use of short, expressionless 
words; but do not select certain words just 
because they are long. Discriminate be¬ 
tween short words that are unusually force¬ 
ful and long words that are unusually weak. 



16 


Making Letters Talk Business 


A judicious mixture of short words and long 
words gives a pleasing contrast; 

3 Choose words familiar to the reader. 

The language of the farmer is different from 
the language of the engineer; 

4 Never attempt to use words that are out of 
your reach. If you do you will strain for 
effect. Be natural; 

5 Cultivate a critical attitude toward such 
grandiloquence as: very best, finest, good, 
greatest, and superior. 


Stevenson learned to write by imitat¬ 
ing good writers—“sedulous aping 99 
he called it. Yet Stevenson was origi¬ 
nal , his style was his own. The 
“everlasting monkey in man ” is a 
valuable trait if we know how to con¬ 
trol it. 









Words 


17 


Words should be vital , vivid , powerful , specific. Let your 
aim be: THE RIGHT WORD IN THE RIGHT PLACE. 

WORDS 

THE WORKING TOOLS OF THE LETTER WRITER 

Words are the letter writer’s stock in trade. With 
words he skilfully draws his pictures, presents facts that 
imply other facts. Simple words are the best to use, 
because they are more widely understood. Imply is, 
generally speaking, a better word than connote. For the 
same reason itinerary is not so desirable as route. 

Is and are are lively verbs. They are full of action. 
Some verbs are far stronger than others. Consider: 

“Armco Ingot Iron CUTS easily.” 
and 

“Armco Ingot Iron sheet metal is so soft and pli¬ 
able that the tinner’s shears SNIP through the 
metal.” 

Adjectives are colorful words that intensify description. 
Pick adjectives with care. Notice the difference between: 

“Armco Dredge Pipe is built to stand hard use.” 
and 

“Standing up under the terrific pounding of 
rocks and the ceaseless stream of gravel-grit that 
grinds away at the metal, this dredge pipe con¬ 
tinues to give service.” 

Every one who wishes to use language effectively should 
study the value of words. Weigh them carefully. It was 
Disraeli who said, “With words we govern men.” 



18 


Making Letters Talk Business 


The nearest subject to me is ME—that is not ego. And 
until you show that you are interested in ME and MY BUSI¬ 
NESS you need not expect ME to be interested in YOU and 
YOUR BUSINESS. 

THE POINT OF CONTACT 

The first paragraph of a letter, more than any other para¬ 
graph, requires originality and an intimate knowledge of the 
product. This first paragraph is a rifle shot, if rightly used. 
For this reason, successful letter writers will give special 
attention to the very first word and the first line of every 
opening paragraph. 

Remember: The beginning paragraph is your point of 
contact. If the contact is weak, the letter is weak. If the 
contact is strong, the letter has a tremendous advantage. 
Here are some illustrations: 

INEFFECTIVE: 

a) Product emphasized: “Our sheet metal is the 
best on the market.” 

b) Concern emphasized: “Armco produces the 
best sheet metal known to the trade.” 

EFFECTIVE: 

Needs and interest of the prospect emphasized: 
“You will get much longer service from your 
metal roofing if you use Armco Ingot Iron 
sheets, because this material is rust-resisting.” 

Ineffective beginnings have a negative influence on the 
mind of the reader. Effective beginnings have a positive 
influence. 

negative: We are surprised that you misunderstood 

our letter of the 10th. We surely tried to 
make matters clear. 

positive : From your letter of the 15th we can clearly 

see just where the misunderstanding crept 
in, and we thank you for this opportunity 
to make our explanation. 




The Point of Contact 


19 


NEGATIVE: 


positive: 


positive : 


positive: 


We are compelled to refer your inquiry to 
our Pittsburgh office as you are in that 
territory. 

Our Pittsburgh office can take care of your 
requirements quickly and satisfactorily; 
consequently we referred to them your letter 
of October 27. 

Thank you for the complete report which 
you have given us. This will make it 
possible for us to tell just what the difficulty 
is. 

To help us straighten matters out, will you 
not check over the enclosed list of items? 


He {Pliny the Elder) used to say 
at “no hook was so bad hut some 
od might be got out of it.” 


negative : 


positive: 


positive : 


positive: 


—Pliny The Younger 









20 


Making Letters Talk Business 


Practice good salesmanship: Forget the selling end , but 
emphasize the buying points. 

CONVICTION 

First, what is conviction? It is the result of proof. 
Proof is established by evidence. It follows then that con¬ 
viction is established only when sufficient evidence has been 
presented to clear away all doubt from the mind of the 
reader. 

Conviction is “brass tacks.” Conviction follows the 
presentation of argument, evidence, and proof until the 
reader decides that your material is all that you say it is; 
that it is adapted to his use; that it has given satisfactory 
service in many parallel instances; that it is THE material 
which answers HIS needs. 

There are two kinds of proof: direct and indirect. 

Direct proof is based upon definite, concrete evidence 
which shows that your product actually “makes good” 
when measured by service given. Such proof would be 
official records of tests, or testimonials of satisfied users. 

Indirect proof is a willingness to let the prospect take 
the product and test it himself. Indirect proof is con¬ 
sequently convincing. 

Perhaps a word of warning is not amiss at this point. 
When using indirect proof, make sure of two things: that 
the product will stand the test; that the prospect knows 
definitely every detail necessary to make the test. 

The other parts of a letter may be fairly weak, but if 
conviction is rightly used, the letter may “pull” fairly well. 
In order that the pull may actually exist, the correspond¬ 
ent should carefully make a list of every possible selling 
point; he should just as carefully make a list of every 
possible objection. He will then find certain objections that 
must be answered. From his list of selling points he selects 




Conviction 


21 


those that meet the objections. In other words, successful 
let ter-writing implies a vigorous collection, much rejection, 
and then a careful application of facts. 

* * * 

“By using galvanized Armco Ingot Iron sheet metal 
roofing, you will secure the same satisfaction that many 
users enjoy. The enclosed folder will show you many 
Armco sheet metal roofs that have seen years of service 
and are still good for many more. Write to the names 
given. They will be glad to tell you about this rust-resisting 
metal.” 


To sing the same tune , as the say¬ 
ing is , is in everything cloying and 
offensive; hut men are generally pleased 
with variety. 


—Plutarch 









22 


Making Letters Talk Business 


Until you can show me that you are really interested in my 
affairs you need not expect me to consider your “ proposition .” 
But you will never make much headway until you quit your 
palavering about WE. 


PERSUASION 

What is persuasion? It is the you attitude effectively 
used. Persuasion brings vividly to the mind of the 

READER, HIS BENEFIT, AND HIS ENJOYMENT that HE derives 
from the use of your product. 

A letter may be so descriptive that the prospect knows 
just what the article looks like, how it is made, the materials 
used, and the grade of workmanship. He may even admit 
all you claim for the product, but if you fail to use persua¬ 
sion, the prospect doesn’t know the answer to his one vital 
question: “What has all that to do with me and my busi- 
nessr 

Persuasion may permeate the entire letter from the 
beginning to the end. After description there is generally 
one or two paragraphs that are purely persuasive. 

* * * 

“In selecting any product you ask yourself: ‘What 
service shall I receive in return for my investment?’ And 
you naturally have in mind the longest possible service. 
Here is where Armco Ingot Iron proves its worth because 
it lasts—it is rust-resisting.” 

* * * 

“Why not consider your roofing material from the stand¬ 
point of a sound investment? Would it not be more 
economical?” 

* * * . 

“In your own production Armco Ingot Iron will prove a 
wise choice, because its working qualities avoid loss from 
breakage. Then, too, Armco Ingot Iron products find a 



Persuasion 


23 


ready consumer demand—Armco Ingot Iron is internation¬ 
ally advertised.” 

* * * 

“You know the merits of Armco Ingot Iron. You know 
the remarkable results other users are getting. You know, 
too, that our advertising is your advertising. These are 
points of vital interest to the manufacturer who must pre¬ 
pare to market his product.” 


These things are not for the best , nor 
as I think they ought to be; but still 
they are better than that which is down¬ 
right bad. 


—Plautus 








24 


Making Letters Talk Business 


Hit upon a mart s self-interest and you have his attention; 
show hoio you can help him with his problems and you have a 
grip on his interest; prove it and you only need make it pos¬ 
sible for him to act—and the job is done. 


THE CLINCHER 

Why discuss the clincher? Because it is the storage 
battery of your letter. When properly switched on, the 
current starts things. The reader gets into action—the 
action for which you planned your letter. 

The clincher has a threefold function: 

1 Summarize effectively the central selling 
point—the big idea. 

“Armco Ingot Iron is internationally known. Call at¬ 
tention of your customers to the fact that Armco Ingot Iron 
is the base metal of your enamel ware. Then tell them 
WHY the enamel grips the base. Get them to realize that 
the original luster is there to stay.” 

“It pays them to specify Armco Ingot Iron. There is 
every reason to believe that it will pay you, too.” 

“Armco research facilities provide for Armco customers 
just the kind of information they would gather if they had the 
time and could spare their best men to make investigations.” 

2 Do your work so well that the prospect will 
find it easy to do what you want him to do. 

“You need not bother to write a letter. Just write your 
check and send it in the enclosed stamped envelope.” 

“Sign and mail the enclosed card. We shall promptly 
send you an estimate.” 

“Tear out the coupon. Sign it and send it in. You will 
get complete information about Armco Iron on the farm.” 

3 Urge immediate action without using the 
chestnut: “do it now.” 

“Let’s work together for good roads. Indicate on the 
enclosed card the size and length of culverts you need. Mr. 
Browning will then get in touch with you.” 



The Clincher 


25 


“Estimate your requirements now. You will then be 
sure of immediate shipment; and, when you are ready your 
material will be ready.” 

THE LAST FEW LINES OF YOUR LETTER ARE WORTH THE 
BEST THOUGHT YOU CAN GIVE THEM. TO GIVE THE ENDING 
LESS THAN YOUR BEST IS TO WEAKEN OR DESTROY THE 
WHOLE LETTER. 


The man to whom you are writing 
may be a thousand or ten thousand 
miles away—that doesn’t matter. See 
him; settle him in a chair on the op¬ 
posite side of yourftjLesk—then talk 
withfhim. 










26 


Making Letters Talk Business 


Of what benefit is it to write a letter that is so hazy that the 
reader is left in doubt or absolute confusion? 

CLEARNESS 

Clearness means that the writer has taken the reader s 
point of view and has kept him in mind throughout the letter. 
The message must be instantly clear to the reader. The 
reader should not find it necessary to study the thought of 
the writer. Clearness is obtained by clear thinking and 
proper technique. If the writer plans his letter and ar¬ 
ranges his information in logical sequence, he will be quite 
sure of being understood. Failure to think clearly and to 
plan carefully is the cause of vagueness and misunderstand¬ 
ing. The reader, and not the writer, is the sole judge of 
the quality of clearness. The writer’s motto, therefore, 
should be: Consider the reader first. 

NOT CLEAR AT A GLANCE: 

Your telegram of June 14 came this morning telling us 
that the samples have not yet come. The samples left our 
factory on the 11th and should have been delivered to you 
on the 14th without fail. We have today taken the matter 
up with the express company and asked them to trace and 
show delivery. In the meantime if you do not receive them 
within the next day or two please notify us again, so that 
we may follow up the shipment closely with the help of 
the local agent. 

CLEAR AT A GLANCE: 

Immediately on receipt of your telegram of June 14, 
which came this morning, we began to trace the missing 
samples of enameling sheets. 

The samples left our factory on the 11th, and should 
have been delivered to you on the 14th without fail. W6 
have asked the express company to trace the shipment 
immediately. 

If you do not receive the samples within a day or two 
please let us know, and we will start another shipment. 
We know you will like this material and we are anxious to 
get it to you. 



Conciseness 


27 


Hew to a straight line. Say all that is necessary. Be done. 

CONCISENESS 

Conciseness means saying all that should be said and 
saying it in the fewest words possible. Conciseness is closely 
related to brevity, but conciseness is never so brief that it 
omits important information and makes a second letter 
necessary. A business man does not have time to read long 
letters when short ones would effectively answer the pur¬ 
pose. Wordiness ruins the opportunity of many letters, 
because it gives the reader the impression that the writer 
did not plan his letter before writing; consequently the 
writer is judged to be illogical. Conciseness does not ap¬ 
proach the point where a letter becomes curt, sharp, or snap¬ 
pish, but it does conserve the reader’s time and leaves a last¬ 
ing impression that the writer is businesslike and courteous. 

incorrect : 

Yours of the 12th received advising return of 
six defective sheets. Enclosed find credit memo 
to cover same. 

better: 

We thank you for returning to us the six defec¬ 
tive sheets mentioned in your letter of the 12th. 

With this letter is a credit memorandum for $?, 
the value of the material plus the freight, which 
you paid. 



28 


Making Letters Talk Business 


7 care not how important the thought you have expressed 
nor how well you have expressed it, if you do not make it easy 
for me to understand, I can not attune my mind to yours . 

CONNECTION: WORDS AND PHRASES 

Many writers know only two connectives: “and” and 
“but.” No matter what relation they wish to express they 
string one thought after another by using “and” and “but.” 
Such writing is not only amateurish, but also wearying to 
the highest degree. 

FORM CLOSE CONNECTION’: 

inferior: He wished to examine the grain 
structure of the metal then being used in this 
forming operation. He began to adjust the 
microscope in order to do this. 

better: Change second sentence to begin with 
“In order to do this,” etc. 

Place key words at the beginning of the new division. 
Suppose you have discussed the faults of some metal, and 
you now propose the remedy. Show the reader the new 
division by using the key word: 

“The remedy is, we believe,” etc. 

“Echo” words are very effective. This plan repeats a 
word that was used near the end of the preceding paragraph. 
Assume that “ management ” was used in the close of the 
paragraph. In the first line of the next paragraph then write: 

“Just as management is essential to well-organ¬ 
ized industry, so is co-operation essential to the 
attainment of maximum production.” 

Be sure the pronouns he, it, they, refer unmistakably to 
a noun. 

Lack of proper connection between a statement and a 
contradiction of it is likely to cause incoherence. 

incoherent: “Some people think rust-resist¬ 
ing means rust-proof. Rust-resistance retards 
the rate of corrosion and gives to the metal a 
longer life.” 



Connection: Words and Phrases 


29 


coherent: “Some people think rust-resisting 
means rust-proof. This is not the case . Rust-re¬ 
sisting means that the rate of corrosion is retard¬ 
ed and a longer period of service is the result.” 

Throughout this booklet, principles essential to unity, 
emphasis, and coherence are discussed and illustrated. On 
this page, connection as a means of securing coherence is 
discussed, because it is through coherence that one sentence 
leads naturally to another and the preceding paragraph 
merges into the next. 

Coherence is secured by placing guideposts throughout the 
article. These guideposts are connecting words and phrases. 

Become familiar with the following list of connectives; 
then choose the connective that shows the precise relation 
between ideas. 

addition: and, also, besides, moreover, furthermore, again, 
too, then too, next. 

series: first,secondly, thirdly, next in order, then followed. 

comparison: similarly, likewise, equally important, more 
effective, quite as necessary. 

contrast: but, yet, although, rather, nevertheless, how¬ 
ever, in contrast to, in spite of, notwithstanding, on 
the contrary, on the other hand, otherwise. 

result: accordingly, thereupon, thus, consequently, there¬ 
fore, hence, so, as a result, as a consequence, under the 
conditions, under the circumstances. 

particularization: for example, for instance, in particular. 
after a digression: well, now, to resume, to return to the 
main subject. 

contradiction: such is not the case, the facts in the case 
prove differently. 

CORRELATIVES USED IN PAIRS 

either.or 

neither.nor 

both.and 

not only.but 

the former. . . . :.the latter 








30 


Making Letters Talk Business 


Success rarely comes to the singer who can sing but one 
song, the speaker who has but one speech, or the correspondent 
who has but one letter form. 

VARIETY 

Variety is the spice of writing. It is variety that gives 
to writing the quality that causes the reader to enjoy read¬ 
ing. Variety avoids monotony. A letter that has a simi¬ 
larity of construction throughout becomes tiring. Letters 
should be carefully scanned so that the writer may guard 
against repeating constructions that take the attention of 
the reader away from the message. 

Some of the most serious violations of variety are: 

a The frequent beginning with after, now, this, 
these, there is, there are. 

“After your order was received it was prompt¬ 
ly scheduled to be rolled. After that you 
asked to have some changes made. After 
giving this matter careful consideration,” etc. 

b Frequent use of compound sentences with 
two members of equal length joined by and 
or but. 

“They requested that the material be shipped 
at once, and I informed them that we would 
do so. The order was shipped on December 
20, and they now ask us to delay making 
shipment. We have fulfilled our instruc¬ 
tions, and we feel they should accept the 
material.” 

revision: “Although they requested that 
the order be held, this could not be done be¬ 
cause shipment had already been made. 

Since we shipped the material on the date 
specified we feel that the order should be 
accepted.” 

Generally, do not join two consecutive state¬ 
ments by using consecutive and's or but's. 



Variety 


31 


c Habitual use of so as a connective. 

“The sheets are treated by a special process 
so the strains are taken out, so the metal will 
stand the forming operations.” 

revision: “Inasmuch as all strains are 
eliminated by special heat treatment, this 
material will stand severe forming opera¬ 
tions.” 


IMAGINATION 

“I pictured that letter making its way into the humble 
homes all over the country; I could see it carried from town 
by the father of the family; I watched the members of the 
family bending over it after supper by the light of the kero¬ 
sene lamp. That picture had been with me when I wrote 
the letter , and therefore I had tried to write as informally 
and sincerely as though I were present in each home , talking 
and answering the questions of the occupants .” (From an 

article contributed anonymously to the “American Maga¬ 
zine ” by the head of a big American concern.) 









32 


Making Letters Talk Business 


Give variety to your sentences and it matters not how much 
you may write , there is a probability that every word will be 
read. 


SENTENCE VARIETY 

In speech, we continually string our sentences together 
by using such loose connectives as and , but , /or, and so. 
Such practice carried over to writing gives a disorganized, 
choppy effect. 

There are three types of sentences: loose, periodic, and 
balanced. 

The loose sentence is overused by most writers, because 
it is the easiest form to use. In it, the subject and its 
modifiers come first; the predicate and its modifiers, next. 
The loose sentence may be closed before the end and still make 
sense. To secure emphasis, do not use the loose sentence. 

loose: “He decided to take more material 
after I had made out the order, so that I was 
obliged to re-enter the entire order.” 

This sentence may be closed after material or the first- 
used order and still make sense. 

The periodic sentence suspends the meaning until the 
end is reached. It is used less frequently. It is not the 
natural construction; therefore it is more emphatic. 

periodic: “After I had made out the order, 
he decided to buy more material.” 

“From whatever point of view actual service is 
judged, Armco Ingot Iron meets the require¬ 
ments.” 

Because the periodic sentence is slightly artificial, it 
should not be used too frequently , but an ability to use periodic 
construction will add variety and force when variety and 
force are needed. 

Balanced sentences are similar in construction, but 
generally contrasted in meaning. They are catchy and 
easily impressed upon the mind. They should be used with 
caution. 



Sentence Variety 


33 


balanced: “If it isn’t Armco Ingot Iron, it 
isn’t rust-resisting.” 

“The purer the base metal, the better the coat- 
ing.” 

A change from natural to inverted order will secure 
variety. 

natural: “We agree to this suggestion.” 
inverted: “To this suggestion, we agree.” 


In default of personal acquaintance, a man — 
particularly a young man with his reputation yet to 
make—is likely to be judged by his official letters. 
From the style of these, his correspondents infer the 
quality of his mind and the order of his method. The 
ability to write a terse report, to state facts plainly, 
and to convey information intelligibly wins instant 
respect for him and opens the door to wider oppor¬ 
tunity. An agreeable and capable writer makes 
friends—even clients—of his readers. To be known 
honorably is capital. 

Rickard — Technical Writing 









34 


Making Letters Talk Business 


Of what value is a main point if you do not warn your 
reader that what you are about to say is important , so he can 
make the necessary mental adjustment and consider your point? 

TRANSITION 

In the last few pages an effort was made to point out 
some of the chief faults of construction. While much infor¬ 
mation was given, the ambitious writer can profit by an 
intensive study of Unity, Emphasis, and Coherence. These 
qualities apply equally to the sentence, the paragraph, and 
the whole composition. 

Remember what was said about variety. Don’t over¬ 
work any one method of construction. For the purpose of 
connection, we have seen the all too frequent now. 

Don’t make a flying leap from one division to another. 
You may be able to make the jump, but— remember the 
reader. You must get him across without any perceptible 
jar. For this purpose, use the transitional sentence. 

After the detailed description of the rigid analy¬ 
sis of the raw products that go into Armco Ingot 
Iron, it remains to be seen how thorough analysis 
affects the finished product. 

So much for the uniformity of Armco products. 

Let us see how uniformity is a source of actual 
money-saving to the manufacturer. 

Now let us take this from a different angle. 

Parallel construction for parallel ideas is an effective 
construction: 

If a man should call on you and tell you that 
your manufacturing cost is too high— 

If he should prove to you that your percentage 
of loss from the poor working qualities of ma¬ 
terial is too high— 

If he should show you how to reduce this waste 
so that you could more than meet competition— 




Paragraph Development 


35 


Some letters are never written to be read and enjoyed . If 
they were , the sentences and paragraphs would be shorter. No 
wonder the business man's prayer is: Make ’em brief! 

PARAGRAPH DEVELOPMENT 

In developing a paragraph keep in mind the first essen¬ 
tial: make it easy to read. In other words, write short 
paragraphs. But do not standardize on paragraphs of a 
definite length. Usually, do not have more than six lines in 
the longest paragraph. From a single line up to six lines, vary 
the length, but don’t overdo the single sentence paragraph. 

Easy reading means easy assimilation of thought—the 
reader can follow you—he can “get you.” Solid, unbroken 
reading-matter of 500 words causes mind fatigue. This 
statement is no supposition; it has been proved. Try it 
for yourself. 

Each paragraph should deal completely with a single 
topic— that’s unity. 

Each paragraph should be short and to the point; it 
should make the reader see that which is important— 
that’s emphasis. 

Each paragraph should grow out of the preceding para¬ 
graph and into the following paragraph. Furthermore, the 
reader must see the signposts that point the way— that’s 

COHERENCE. 

The following paragraph has unity, emphasis, and co¬ 
herence. Notice the use of repetition and climax. 

Quality and Service appeal to everybody. The 
prospect won’t always tell you so, but he is inter¬ 
ested. Quality and Service will get his ear when 
he would otherwise turn you away. Quality and 
Service turn indifference into respect, swing the 
deal, and bring repeat orders. 

To prevent rambling you should see the ending of a 
sentence before you begin to write. Likewise, in handling 
the larger unit, the paragraph, you should think in terms 
of a complete paragraph. 



36 


Making Letters Talk Business 


To write well-rounded, clear, and concise paragraphs, 
you must cultivate the habit of clear and concise thinking. 
In other words, you must PLAN YOUR LETTER. 

Thinking in paragraphs can be done if you realize that 
each paragraph is a unit in thought development; that is, 
each paragraph contains a core. The core of the paragraph 
is usually stated in a topic sentence. It then remains for 
the writer to expand the topic sentence by writing other 
sentences in proper sequence. When the core is completely 
developed, the paragraph is the result. 

Armco Ingot Iron is the sheet metal that will 
give long and satisfactory service. Wherever 
metal may crack during forming operations; 
wherever rust must be combated; wherever solid 
welds are needed, Armco Ingot Iron is the metal 
to use. 

In the preceding paragraph the topic sentence is used. 
Emphasis is secured by placing important ideas in the 
most emphatic positions—the beginning and the ending. 
Parallel ideas are expressed in parallel construction. Unity 
may be tested by summing up the paragraph in one sen¬ 
tence: “Armco Ingot Iron will meet requirements that 
are unusual.” 



Begin Promptly 


37 


Is there any earthly reason for “I have the honor to inform 
you”? And why is it that some people will literally “beg to 
state” something that has already been asked of them? Pro¬ 
gressive business men are sick and tired of begging letters. 

BEGIN PROMPTLY 

Above everything else, remember three words: consider 
the reader. You will then write in the very first line 
something of interest to him. Begin promptly. Clear the 
deck for action as you do when you use the telephone. 
Avoid verbosity. “We have your letter of April 10 and 
have carefully noted contents,” accomplishes nothing. 

Why use the most important part of your letter, the very 
first line, to tell a man that “We have your letter”? Go 
ahead and give him an answer; give him information and 
give it straight. Your answer is positive proof that you 
have his letter. 

“Cut it short and give us facts” is the silent prayer of 
the business man. 

Liven up the beginning. In sales letters state a fact, 
a supposition, or ask a question. This plan gives variety 
to your writing. Consider the use of a question. Nothing 
puts a man on the alert more than a direct question aimed 
at him. In a business interview, questions and answers 
predominate; yet many correspondents abandon the ques¬ 
tion. 

Beginnings may be negative, neutral, or positive. Make 
them positive. 

negative: Your letter of the 14th inst. has 
been received and contents duly noted. The 
matters referred to have been given our careful 
attention. 

neutral: We have received your letter of 
February 10th. The order was shipped yester¬ 
day. 

positive: We are glad to assure you that your 
order referred to in your letter of February 10 
was shipped yesterday. 



38 


Making Letters Talk Business 


Enthusiasm is a 'personal force; it emanates from one's own 
unlimited belief in his firm and product; it is the dynamic 
poiver that energizes humanity and gets things done. 

GETTING UNDER WAY 

There are two emphatic positions in each letter: the 
beginning and the ending. These two parts may well re¬ 
ceive special attention; for, the beginning must obtain that 
all essential element— interest —while the ending must bring 
to a cumulative effect all the elements such as interest, 
desire, proof, conviction, and decision. The ending must 
accomplish the task of putting across all that has been 
written; it must get positive favorable action. 

The beginning of a letter should accomplish an important 
part of the purpose of the letter. Just what it should ac¬ 
complish depends on the kind of letter that is being written. 
When you begin a letter, pick something for the opening 
sentence that will attract the reader’s attention and interest 
him. In other words, put the reader in the letter right at 
the beginning. You will accomplish this by beginning in a 
direct and interesting manner and by eliminating wordy 
and tiresome expressions. 

It may be necessary to refer to previous related cor¬ 
respondence. If so, give the reference in an unobtrusive 
manner. Preferably, do not use the first sentence for this 
purpose, but move right along to the real meat in the 
message. The first sentence, being the first to catch the 
reader’s eye, is in the most emphatic position. If this 
position is stuffed with needless words, the writer loses a 
great chance. A long-drawn-out approach is always in¬ 
effective. Time is valuable and a business man should not 
find it necessary to read many lines before arriving at the 
real information. 

Study the two illustrations of an opening paragraph and 
pick out the strong points. 

AWKWARD AND WORDY: 

We have your appeal for information regarding your 
order for nine gage Galvanized Iron, and beg to advise that 



Getting Under Way 


39 


Dig for the facts. Dig deep. Remember that all the vital 
facts are none too many for the man who is interested in your 
product. 


we have investigated the situation and found the same 
cannot be accepted since our mills cannot handle anything 
so heavy. 

revision: 

Our mills cannot handle anything so heavy as nine gage 
galvanized iron; consequently we regret to tell you that your 
order cannot be accepted. 

POINT OF CONTACT 

“Get your reader safely past the first six words and his 
attention is yours,” is the way one successful business man 
expresses the importance of the opening sentence. The 
opening sentence stimulates or stuns the reader’s interest. 
To turn attention to vital personal interest, a bad start 
must be avoided, and a direct connecting link must be found 
so that the reader feels a strong impulse to read on. This 
connecting link is his self-interest. 

There are two classes to consider when answering a 
letter: the inquiry which assures interest, and the unsolicited 
letter that does not assure your letter any special attention. 
The inquiry definitely states the reader’s interest, and you 
have only to recognize it; but the unsolicited letter must be 
planned in order to hit quickly upon a point of vital interest. 
Consider the following: 

“We are in receipt of your recent inquiry regard¬ 
ing Armco Ingot Iron for milk cans. We take 
pleasure in forwarding you, under separate cover, 
one of our booklets, “Who’s Who in Armco.” 

This booklet shows the many users of Armco 
Ingot Iron. We also enclose herewith other lit¬ 
erature pertaining to the many qualities of Armco 
Ingot Iron for manufacturing purposes.” 

The foregoing is weak; it talks in a circle; it is stilted, 
hackneyed; it is off the subject—it establishes no point of 
contact. 



40 


Making Letters Talk Business 


It's all right to lose your temper—to get downright mad; 
and it's all right to dash off a letter that will sizzle his eye¬ 
brows, but be wise enough to mail it in the waste basket. 

Is this any better? Would it cause the reader to read 
on? Does it hit his self-interest? 

“Milk cans made of Armco Ingot Iron, about 
which you inquired in your letter of February 1, 
will stand rough handling, resist rust, and give 
that long-lasting service which keeps replace¬ 
ment expense at a minimum.” 

WHEN YOU MUST REFUSE 

Along with your morning’s mail which brings you many 
letters, each of which presents an entirely different problem, 
there comes one, the answer to which requires considerable 
extra consideration and planning. It is the answer which 
must refuse something that is greatly needed. 

Remember that the reader must always be kept in a 
favorable frame of mind; therefore, it is well to approach 
cautiously the part of the letter that is unpleasant. It is 
a good plan to use your message to cover up any unpleasant¬ 
ness. 

As an illustration, take a letter which must tell a cus¬ 
tomer that we can not accept his order. Fix in mind the 
fact that your letter is not going to be pleasant reading at 
the best. 

The wrong way of beginning such a letter is to make a 
short crisp refusal somewhat as follows: 

“We cannot accept your order No. 30,567. Requests 
for material are more numerous than we are able to meet, 
and we are only supplying those old customers who have 
been buying from us for some time.” 

A br tter way would be to picture conditions which show 
the impossibility of accepting more orders, express regret on 
account of the circumstances, and then make the refusal. 



Getting Under Way 


41 


A courteous and sincere bid for future orders should be 
woven into the letter. 


Does this illustration follow such a plan: 

“For some time we have received orders which 
far exceed our output, and with all our mills 
working up to capacity, we have not been able 
to furnish as much material to some of our old 
customers as they have wanted. 

“Naturally we regret this condition which makes 
it impossible for us to accept your order. To 
accept it would be an injustice to you because 
we could not meet the delivery obligation.” 

COMPLAINT LETTER 

When a complaint letter comes to your desk, there 
comes a problem that is full of possibilities for good or evil. 
A situation which requires special consideration must be 
met. To meet this situation best requires analysis, sym¬ 
pathy, courtesy, tact, and diplomacy— good judgment. 

Let us consider the word complaint. It has a disagree¬ 
able sound; it is a near relative of “knocker.” Complaint 
should not be used as a reference to the communication; 
complaint should have no place in the answer. No one 
should be told that he has made a complaint. 

Another expression which is frequently used in letters of 
this type is you state , you say , or you claim. In the clause, 
“The material which you say arrived in bad condition,” 
there is an implication that the writer does not believe the 
statement. Is it any better to say: “The material which 
you report as being in bad condition,” or “The material 
which you report as not being suitable for your require¬ 
ments”? Such expressions as state , say , or claim' suggest 
doubt. 

A complaint requires an adjustment. A concession 
must be made or refused. The big job is to settle the 
trouble, but keep the customer. 




42 


Making Letters Talk Business 


Unnoted trifles and unknown impressions often decide the 
issue. Insipid , slovenly dressed letters are repellent to keen 
buyers. The neat and unobtrusive message is a welcome relief. 

If the concession is made, it must be done cheerfully 
even though it hurts, and it must be done early in the 
letter—the opening paragraph. If there is any attempt to 
strengthen your case, you cannot do it unless the reader is 
in a favorable state of mind. Withholding that which is 
to be his doesn’t help, and it doesn’t help the case to .give 
unwillingly. 

If there is a refusal, the problem reaches the limit of 
difficulty. Would it be more tactful to reverse the order 
and place the refusal near the end of the letter and then add 
some touch of pleasantness to leave the reader in a favorable 
frame of mind? This gives an opportunity to state your 
case in such a way that you show the justice and reasonable¬ 
ness of your action. Generally such a problem would 
follow a plan similar to the following: 

1 Decision 

2 Action 

a State facts in the case 
b Tell what has been done 
c Conciliate 

d Bid for continuation of business 

THE UNSOLICITED LETTER 

At least 90 per cent of the letters written in business go 
to customers on ordinary subjects: to present claims, to pay 
bills, to explain, to adjust, to acknowledge, and to record. 
For most letters written to sell goods or collect money, at¬ 
tention is assured. 

But it becomes necessary to plan—and carefully plan— 
for the 10 per cent of letters which are sent upon an un¬ 
solicited errand. They must drive an opening wedge; they 
must GO and GRIP and GET ATTENTION. 

It is easy to attract attention but difficult to hold it. 
To be valuable, attention must grow into interest and desire. 



Getting Under Way 


43 


Know yourself , know your product , know something about 
competitive products; have confidence , enthusiasm; you will 
then present facts in a direct , convincing manner that grips 
attention and gets results. 


A clown can draw attention, but it is momentary. An 
elephant walks down the street and gets plenty of attention; 
but who wants an elephant? 

Merely to attract attention, then, isn’t so troublesome. 
But to go back to the letter which doesn’t have the way 
paved for its reception, and build an attention-getting- 
element which will be lasting—that is another question. 

The correspondent must hit upon something of vital 
interest to the reader. The very first sentence must strike 
with a force that will open wide the reader’s mind to receive 
the entire message. The opening can best be made by using 
a construction which will pull up pictures in the mind of 
the reader and cause him to SEE that your letter is of value 
to HIM. 

Let us take as an example, a stove manufacturer who is 
making his stoves of steel sheets instead of Armco Ingot 
Iron sheets. The stove is an enameled product. Let us 
assume that the manufacturer has never had the merits of 
Armco Ingot Iron brought to his attention—he knows noth¬ 
ing of the product. 

How is this for an opening paragraph? 

“When manufacturing stoves, why worry about 
cull sheets?” 

Then comes the connecting link which definitely hooks 
up with his business: 

“When steel sheets are used in the manufacture 
of enameled parts for stoves, the loss from culls 
is from 15 to 25 per cent of the sheet material; 
but Armco Ingot Iron enameling stock cuts the 
loss from culls to approximately one per cent. 

Now, would the reader be likely to listen to your argument? 



44 


Making Letters Talk Business 


Personality is what distinguishes one man among the thou¬ 
sands—the magnet that makes the business man grip your 
letter while others are chucked into the waste basket. 

YOUR DESTINATION 

You now realize the tremendous importance of a forceful 
beginning; but do you realize that the momentum you 
worked so hard to secure may be completely neutralized if 
you do not close your letter in a forceful manner? 

Know, then, your destination. Be conscious of the fact 
that you have 4 ‘arrived.” In this respect thousands and 
even millions of correspondents are in total ignorance. 
They write letters that are direct, forceful, action-getters; 
and then at the last moment they neutralize the good effects 
by tacking on a meaningless, stereotyped, wooden expres¬ 
sion that is as awkward and clumsy as a school boy, who, 
at the end of his declamation, falls all over himself. 

A good rule to follow is: Say it; then hang up the 
receiver. But quite in contrast to such a simple way, how 
many endings of the following type have you seen? 

Hoping to hear from you at an early date and 
assuring you of our earnest desire to serve you 
in any way possible, we beg to remain, Yours 
very truly; 

Thanking you for your patronage and assuring 
you of our early attention, we are; 

Trusting that you will now see the fairness of 
our position, and that you will fully realize these 
conditions were entirely beyond our control and 
send us your check at an early date to cover the 
balance, we are as ever; 

Hoping that your check* may come to hand by 
return mail, we are; 

Assuring you of our esteemed appreciation of 
your valued order, we are. 

Do you wish further examples? Examine the letters 
now on your desk and you will find any number of anti- 



Your Destination 


45 


climactic endings. But the successful letter writer knows 
better. Instead of using such weak-kneed, energy-minus, 
age-worn endings the writer of effective letters will give 
special attention to his last few lines; he will use a direct 
statement having a subject and a verb of action the same 
as any other effective statement: 

Just slip your check into the envelope that is 
already stamped and addressed; the matter will 
then be closed. 

Why not order a few sheets so you can learn at first 
hand the working qualities of Armco Ingot Iron ? 

Whenever you are in need of our assistance, 
just drop us a line. 

Simply indicate the dimensions of your roof on 
the enclosed stamped card; then mail it today. 

Your order can be filled immediately. 

And now look at this: 

Having everything in immediate readiness to 
schedule your order as soon as it is received, and 
thanking you for your kind inquiry, we trust that 
you will before long see your way clear to place 
an initial order with us, which shall have our 
very best attention we assure you. 

Which reminds one of Alice in Wonderland. 

Write the last few lines of your letter just the same as 
you would say the words if you were talking to your man 
in face-to-face fashion. Effective writing is the means of 
transporting effective speech. See that your vehicle of 
transportation is in trim. 


When Vm getting ready for an 
argument with a man 1 spend one- 
tliird of my time thinking about myself 
and what Vm going to say , and two- 
thirds thinking about him and what he^ 
is going to say. 

—Abraham Lincoln 








46 


Making Letters Talk Business 


Cheerfulness is as contagious as smallpox—and more so. 
Write cheerful letters; throw in a smile or two—a genuine hand¬ 
clasp now and then. The business world has been burdened 
too long with dyspeptic grumps. 

TACT 

What is tact? It is nice discernment of the best course 
of action under given conditions; peculiar ability to deal with 
others without giving offense. That’s according to the dic¬ 
tionary. 

It’s not so difficult to tell what tact is, but to put it into 
actual practice is the real problem. There is no thrill nor 
exhilaration when you face the task of telling some 
one that something has gone wrong. For this reason here 
is where tact comes in with a forward look, not backward. 
No time is spent lamenting the fact that things haven’t 
turned out just as you expected. Rather should the cor¬ 
respondent show that he is ready and willing to help straight¬ 
en things out to the satisfaction of all. 

Just so long as human beings remain human there will 
be a mistake now and then. In such instances the sting is 
eliminated by one who displays tact. 

tactless: 

Just a glance at our bill is enough to reveal the 
fact that we grant cash discount only when pay¬ 
ment is made within 30 days after the bill is ren¬ 
dered. Your check, received this morning, is 
now 15 days past due. For this reason you have 
no right to the $75 deducted as discount. We 
have credited your account for the $675 remitted 
and ask that you immediately send us $75 to 
close the account. 

(No doubt the account would be closed all right.) 
with tact: 

Many thanks for the $675 which came in this 
morning. 

It is evident that you are not quite clear as to 
the matter of cash discount, which is allowed on 



Tact 


47 


bills paid within 30 days after the invoice is 
rendered. Since your payment is 15 days over¬ 
due we have passed the $675 to your credit, 
leaving a balance of $75, the amount deducted as 
discount. We feel sure, however, that you will 
now gladly send us your check for this balance. 

You realize that only by the practice of prompt 
payment are we able to discount our own bills 
and pass on to our customers the benefit of the 
lowest possible price. Then, too, we treat all 
customers alike by maintaining our plan of 
settlement. Cash discount is really a desirable 
saving; and in the future you will, no doubt, 
get much benefit by taking advantage of this 
economy. 

Practically every written communication offers a real 
opportunity for the writer to display some degree of tact. 
Take the seemingly simple problem of acknowledging a very 
modest order. It is just such cases that the writer should 
seize upon as his lucky chance to turn the spot light upon 
future orders of sizable proportions. Yet, in some lines of 
business the element of sales talk is sadly missing; not 
always does the reader feel in a friendly sort of way: “That’s 
the firm for me to deal with.” 

Although it is possible to acknowledge an order in a line 
or two, rarely, if ever, is it good tact to do so. Especially 
with a new customer should the correspondent write an 
acknowledgment that is above the ordinary routine. In 
such a case the “welcome addition” to the ever growing 
list of satisfied customers, an assurance of SERVICE on 
our part, a display of interest in the customer’s business, 
and other features of your letter, go a long way toward 
cementing friendship and good will. 

ONE WAY OF DOING IT.* 

We are in receipt of your valued order of Septem¬ 
ber 1. We beg to state in reply that same will 
be shipped on September 6. 

Thanking you for this kind favor, we beg to 
remain. 



48 


Making Letters Talk Business 


ANOTHER WAY-NOT THE BEST, BUT BETTER! 

Your order of September 1 came in just today 
and we thank you for it. 

The 500 sheets of 20 gage, 12 x 96, will be shipped 
on September 6 over the Big Four. 

We have taken every precaution to see that this 
material is well crated and accurately marked so 
that it should reach you promptly. Please 
notify us if it does not arrive on time and in the 
best of condition. 

It is indeed gratifying to us, and I know it must 
be to you, to learn that your business prospects 
are becoming brighter from day to day. There 
can be no question that a quality product, such 
as you are placing upon the market, will find a 
growing demand. 

We want you to feel that, as manufacturers of 
your sheet metal, we shall be glad to help you in 
any way possible. 

An important principle in letter-writing is: Put your¬ 
self in the other fellow's.place before you attempt to write . If 
we learn to “other” ourselves, we shall avoid saying some 
things that may prove to be irritating bombshells dropped 
upon the sensitive nature of some readers. 

This principle of putting yourself in the other fellow’s 
place will work in your favor in controversial cases, but you 
should reverse the principle and put the reader in your 
place. 

Let us suppose that some one asks for a concession that 
must be refused. Here is a chance to use plenty of “Reason 
Why” to justify your stand. Use such argument and 
explanation that the reader must admit, if at all fair, that 
you are right. 

Here is the refusal of a rather insistent request for an 
extension of payment. Let us assume that the request is 
based upon a delayed shipment during the period of ex¬ 
treme car shortage. 



Tact 


49 


From day to day the car shortage has become 
increasingly serious until, like every other manu¬ 
facturer, we are obliged to load to capacity 
every car leaving our plant. Although this is 
not a restriction laid down by the railroads, 
there is nothing for the shipper to do other than 
to cooperate in every way possible to increase 
shipping space. 

To the manufacturer who is receiving ship¬ 
ments in less than carload lots, double loading 
has, in some instances, caused delays. Our 
traffic department traces these shipments and 
does everything possible to eliminate all avoid¬ 
able delays. We try to keep our customers’ 
materials moving. 

It may appear to you that a large firm should 
readily grant requests for extended payment 
whenever a shipment is delayed, and we wish 
it were possible for us to accommodate our 
friends and customers in such a matter as this; 
but when you stop to think of the cumulative 
burden of such an undertaking, you can easily 
see how impossible it would be for us to carry 
the entire load. 

All our material is sold f. o. b. Middletown, and, 
while we greatly regret delays in transit, for us 
to make an exception in terms in your case would 
obligate us to grant the same privilege to others. 

This we have not seen our way clear to do. We 
have been obliged to refuse several similar re¬ 
quests. 

Will you, therefore, kindly pass our invoice for 
payment as agreed. 

Perhaps adjustment letters call for a greater degree of 
tact than any other type of business letters. Adjustments 
may be divided into five general classes: 

1 Firm at fault, claim granted; 

2 Customer at fault, claim granted; 

3 Customer at fault, claim refused; 



50 


Making Letters Talk Business 


4 Fault undetermined, investigation necessary; 

5 Fault undetermined, claim granted without 

investigation. 

But in any case your big problem is exactly the same: 
to re-build confidence in the product, and to re-gain and 
re-inforce goodwill. 

In adjustment letters positive qualities—not negative— 
count. Emphasize what you can and will do rather than 
what you can not and will not do. 

Be courteous always, be fair, be open-minded, look at 
things from the other side—then take such action as you 
know to be right. 

A good plan is: 

1 Opening sentence: Get in harmony with the 
customer on some point; agree with him in 
something; that he is disappointed; that his 
situation must be trying. Bring him closer 
to you by being courteous and sympathetic. 

2 Tell what action you intend to take: whether 
claim is granted in whole or in part, refused, 
or to be investigated. 

3 Tell WHY you are taking such action. 

4 Close your letter with some re-assuring state¬ 
ment that shows you still have the customer’s 
interests at heart. 

In some cases it is advisable to explain the circumstances 
before telling what definite action you intend to take. 
This is especially true whenever the customer is at fault, 
because you then lead him to see his error. 

Whenever the adjustment is explained in figures, arrange 
the figures so clearly and logically that the reader can see 
just where the error crept in. 

Here are some suggestive applications of the four points 
to keep in mind when writing adjustment letters. 

1 SOUND THE KEYNOTE OF HARMONY: 

a “We are glad you notified us promptly that 
some of your sheets were damaged in transit. 




Tact 


51 


It gives us a chance to clear up the difficulty 
without delay.” 

b “We don’t blame you for feeling disappointed 
over the delay you have experienced, etc.” 

c “We thank you for the samples returned to 
us on October 1. These make it possible 
for us to determine quickly just what the 
difficulty may be.” 

2 TELL WHAT YOU CAN DO, WILL DO, OR HAVE DONE: 

a “We have entered a re-place order for the 50 
sheets. These will be sent not later than 
Monday of next week.” 

3 TELL WHY YOU ARE DOING SO: 

“No doubt the error was made by one of the 
inspectors in the shipping department. We 
try to use every safeguard to prevent such an 
occurrence, but, try as we do, there will be a 
slip-up once in a great while. Whenever such 
is the case, we are always glad to make things 
right as quickly as possible.” 

4 RE-ASSURANCE: 

“We are mighty sorry this happened, and in the 
future we shall do everything within our power 
to see that things are just as you want them.” 

Many instances may arise which require some sort of 
adjustment. Loss in transit, shortage, material not satis¬ 
factory, mistake in filling order, delayed orders, and ma¬ 
terial damaged in transit constitute the chief sources of 
annoyance that must be ironed out. 

Whether you believe the complaint to be real or im¬ 
aginary, you should deal with the situation confidently and 
firmly, and with a full realization that all complaints or 
adjustments are, in truth, genuine assets to your firm if 
handled in a tactful manner. 

For this reason, you should never use such expressions as, 
6 your complaint,’ 4 you claim’ 4 you say’ 4 you state,’ 4 will never 
happen again,’ because these words contain harshness, 
doubt, and suspicion. 



52 


Making Letters Talk Business 


If you talk to a technically trained man you have a right 
to use technical language; but if you use technical lingo on the 
layman , don 9 t get peevish because he shoots your letter into the 
waste basket . 


POSITIVE APPEAL 

To influence the reader, the positive appeal is stronger 
than the negative, because in using the positive appeal we 
present our statements in such a manner that they have a 
pleasing effect upon the reader. In other words, picture to 
the reader those benefits and pleasures he will derive from 
the use of our product—benefits and pleasures which are 
most likely to be regarded by him as highly desirable. 

Consider the strong negative suggestion in: “Our 
material is not brittle, wavy, and full of scale like some 
sheet metal.” Is it any better to say: “Our material is 
extremely pliable, which makes it especially desirable for 
severe forming operations. Moreover, the surface is level, 
which fact makes Armco Ingot Iron a popular metal for 
punch work.” 

Supposeyou say: “I am sure, Mr. Allen, that you will 
have no cause for dissatisfaction in placing your orders with 
us.” Don’t you think Mr. Allen would start to wonder 
whether he would be satisfied? Let’s say the same thing 
in a positive way: “I am sure, Mr. Allen, that you will be 
entirely satisfied with the prompt service that we are able 
to give you.” Which statement is more forceful? 

One of the most important principles in letter-writing 
is: Whenever you want the reader to take some action, 
make it just as easy as possible for the reader to take action. 
That’s why the collection man uses a stamped addressed 
envelope; that’s why the salesman uses a return card that 
needs only to be checked; that’s why the man who wants 
the reader to ask for some printed matter encloses a return 
postal card; that’s why successful letter writers use the 
positive appeal and avoid the negative, and— 

“Just sign the enclosed card and drop it into the 
mail” is far better than “Just sign the enclosed 
card and drop it into the mail. Don’t delay.” 



Use “Reason Why 5 


53 


Make your description so vivid that the reader SEES your 
article, its advantages, his benefit, his gain, his satisfaction. 

USE “REASON WHY” 

In selling an article that costs relatively little, exhorta¬ 
tion or persistent urging such as “do it now,” “obey that 
impulse,” “get this before it is gone” will frequently cause 
the reader to act. Such is not the case, however, when the 
article runs into money. 

The outlay of considerable cash is always preceded by 
serious deliberation. For this reason, we must pack our 
letters full of Reason Why, which never becomes combative, 
but is always persuasive and logical. 

Reason Why is a slow process. It is long circuit, but 
it gets results. 

To be used effectively enough to cause the reader to. 
buy our product, Reason Why must cause the reader to: 

1 Recognize a real need 

2 See that our product will supply that need 

3 Be convinced of the superiority of our pro¬ 
duct over competitive products 

4 Make a favorable decision 

The foregoing points simply bear out the statement that 
concrete facts, specific information, must always be used 
to get the reader to make a decision to use our material. 

The business man appreciates “brass tacks.” “Get 
down to business,” and “produce the evidence” are familiar 
to every one. And it is right here that Reason Why gets 
in its work, because it is based on evidence. But what is 
evidence? The answer is: 

1 Tests—service and simple chemical tests 

2 Testimony 

3 Facts and figures 

Evidence that grows out of the reader’s experience is 
especially valuable, and often helps to make the sale. 
Simple tests that the reader can make are convincing. 
Testimony from disinterested persons is a very valuable 
influence. 



54 


Making Letters Talk Business 


THE CENTRAL SELLING POINT 

Every good letter has a central selling point. Every 
line is then skilfully woven around this central point until 
it sticks out. It won’t let the reader get by. Material, 
workmanship, durability, reliability, economy, service, and 
price—these are the points that appeal to your reader. 

Here is a letter that appeals to economy. Notice, too, 
the touch of interest added by talking in language familiar 
to the rural population: toll, gate-keeper, tax, levy, market, 
hauling, etc. 

There’s a lot of talk the country over about 
making every road a good road. The old toll 
gate that halted every traveler and made him 
dig down for the gate-keeper has gone out of 
existence. But the toll system still makes its 
levy just as effectively, only in a less painful 
sleight-of-hand fashion. 

In fact the gate-keeper took from you a great 
deal less tribute than you are now paying to 
public highways that are impassable. Time is 
money. And the time you lose between your 
farm and market is valuable. Indeed you still 
‘dig’ and every ‘dig’ must come from only one 
source—your profits. 

Time lost on impassable or barely tolerable high¬ 
ways is not only a tax on profits but also a tax 
on land because such highways keep down the 
price on every acre you own. 

Many farmers in Coles and adjoining counties 
got together and decided to stop this burdensome 
tax. They improved the roadways, and now 
they enjoy first-class hauling—and, too, the price 
of land has gone up. 

To improve the roads, they put in Armco Ingot 
Iron Culverts, so that the drainage question 
would be out of the way. It’s the water that 
turns highways into quagmires. 



The Central Selling Point 


55 


They used Armco Ingot Iron culverts because 
they last longer—they’re rust-resisting. Then, 
too, they are so easy to put in place. Any kind 
of labor can set an Armco culvert. 

Let’s work together on this good roads question. 

Just fill out and return the enclosed stamped 
postal card. 

The very next time you write a sales letter, pick out the 
central selling point before you write. Then play up that 
point from different angles. If you try to use all the 
selling points, you will cover everything, but touch nothing. 


Perseverance is more prevailing than 
violence; and many things which can¬ 
not he overcome when they are together , 
yield themselves up when taken little 
by little. 


—Plutarch 








56 


Making Letters Talk Business 


Dont soliloquize . Civilized man doesrit talk to himself 
unless he is drunk . 

GLITTERING GENERALITIES 

The very next time you get a letter that makes you feel 
its grip, its cordiality, its convincingness, and you instinc¬ 
tively feel that it is a good letter, ask yourself: what 

MAKES IT GOOD? 

You will probably discover that the letter appeals to 
you because it makes you see, feel, know, and believe 
to the extent that you are glad to act. And how is all that 
accomplished? The writer, so to speak, got right over on 
your side of the fence, caught your point of view, and gave 
you facts—facts of interest to you and your business; and 
those facts were backed by concrete evidence. 

On the contrary, glittering generalities have no punch. 
A certain car is heralded as “The Greatest Car in America.” 
It doesn’t matter that there are many cars of different make 
on the market, many of which are bought more frequently 
than this particular make—it is still “The Greatest Car in 
America.” 

Contrast this with the slogan “Ask The Man Who Owns 
One.” The former is satisfying vanity, the latter is stand¬ 
ing on reputation vouched for by the impartial man—the 
man who, from personal experience, knows. 

Another organization announces that its line is the most 
complete line west of New York City. All that may be 
true, but all-sweeping statements are too big to affect the 
average reader. 

Still another writes: “We believe in this business. We 
put our good hard cash into it. Our heart and soul is set on 
making it successful. Our product is the best in the world.” 

These are worthy thoughts, splendid enthusiasm, but 
sadly misdirected energy, when it comes to convincing the 
other fellow. There is no knock-out to such expressions. 

General statements of an all-sweeping character are 
dangerous at the worst; they are ineffective at the best, 
because they are exactly the words that every competitor 
can use. The very next time you write a letter, see whether 
it contains glittering generalities or statements that deal 
with interesting facts. 



A Nose for News 


57 


Commonplace thinking produces commonplace letters. 
Climb out of the rut. Get a new angle to your attack. The 
change is not only restful but resultful. 

A NOSE FOR NEWS 

There’s a splendid opportunity to liven up letters by 
using items of news value. News gives your letter an 
atmosphere of up-to-dateness that makes your message 
sparkle with interest. The town crier was an important 
official in his day; nobody had a more eager audience. 
Today, we anxiously await the arrival of the newsboy. 

But what is news? Let Lord Northcliff, the world- 
famous publisher, tell you: “We newspaper men put it 
this way: A dog biting a man is not news—that happens 
every day. But a man biting a dog would be news.” The 
reporter generally states it this way: “The real test of 
news is whether the thing is really new. News must be 
new, current, timely.” 

Frequently an item of news can be effectively drama¬ 
tized. By no means overlook this point. Thus a certain 
watch manufacturer plays up the fact that one of the last 
things that Commander Peary did before setting out for 
the North Pole, was to purchase a particular make of watch. 

The firearm manufacturer cashed in on the fact that 
Colonel Roosevelt carried a certain rifle when he plunged 
into the African jungle to hunt big game. 

Does this have a newsy atmosphere? 

Right in your own neighborhood only two miles 
from your place, your neighbor, Henry Adams, 
is putting in two Armco Ingot Iron culverts. 

Mr. Adams decided to use metal culverts after 
he had thoroughly investigated other kinds. 

And he chose Armco Ingot Iron because he is 
convinced that it will give him the longest ser¬ 
vice. It was a case of service against price. 

Mr. Adams cast his lot with service. 

You might drive over and see what he is doing. 

See how he is curing a bad case of drainage. 



58 


Making Letters Talk Business 


A HOOK IN EVERY LINE 

When Richard Sears began his mail order business, he 
laid down a rule for every letter writer and every writer 
of copy. And he insisted that his rule be followed to the 
very letter. So determined was he that it is* said Sears 
broke the heart of more than one scribbler. 

What was it? Simply and bluntly, he told them to 
put “a hook in every line.” His business grew within a 
few years, from the most humble beginning to the stagger¬ 
ing amount of $285,000,000 in a single year. 

Sears, Roebuck letters get across because they contain 
imaginative and compelling words—words that sing their 
way into the reader’s pocketbook. 

Here are two letters. The one on the left is ineffective, 
because it is unattractive and uninteresting; it is monoto¬ 
nous; it does not grip the imagination by presenting a vivid 
picture; it fails to arouse a desire. Worse still, the tone is 
far too pleading. 


Once more we appeal to you to 
use our material. You certainly 
cannot have read our previous 
letters without becoming inter¬ 
ested in our product. 

We want you to use our material. 
Years have been spent in per¬ 
fecting it, and you will never 
want any other, once you have 
tried ours. 


Over at Springfield, Ohio, the 
Armstrong Manufacturing Com¬ 
pany has been making tubs and 
pails for several years. They 
were making them from galvan¬ 
ized steel but they changed to 
Armco Ingot Iron. 

Why? Let Mr. Armstrong tell 
you in his own words: 

“We now use Armco Ingot Iron 
Galvanized Sheets after giving 
them a thorough test to deter¬ 
mine the workability and welding 
qualities of the metal. It forms 
easily and the coating does not 
peel. Our loss, caused by poor 
working qualities of steel, has 
decreased 10% since we changed 
to Armco Ingot Iron galvanized 
sheets. In addition, our tubs 
and pails find a more ready 
market, because Armco Ingot 
Iron is so well and favorably 
known.” 



The Personal Touch 


59 


“Some letter writers make the mistake of thinking that 
the likes and dislikes of the reader are the same as their own. 
Others succeed in placing themselves in the position of their 
readers. It is the second class whose letters carry a hook in 
every line .” 


THE PERSONAL TOUCH 

In the business field, perhaps as nowhere else, friendly 
recognition is appreciated. Many times we write this 
friendly attitude into our letters in such a way that the 
reader feels: “That’s the firm I like to do business with.” 

And business is no different from the ordinary individual, 
because business is conducted by these selfsame individuals 
—just people. 

Here’s a case in point: A dealer had gone to consider¬ 
able trouble to fix up his window to show Armco products— 
all on his own initiative. So far, he knew of our organiza¬ 
tion only in a business way. To him it was big and power¬ 
ful, just like any other big organization. Perhaps it was 
like the one he used to do business with but quit, because, 
as he said, “They have ice water in their veins.” But 
anyway, he was giving it a go. 

Can you imagine how he felt when an Armco representa¬ 
tive, who happened to be in town, saw the display and 
complimented the dealer on his progressive spirit? Then, 
after leaving the store, the representative jotted down a 
few notes, slipped them into an envelope, and dropped it 
into the mail. 

Two or three days later the dealer got a letter from The 
American Rolling Mill Company. Now, how did this 
dealer feel when he read it? 

It is indeed a pleasure to learn through Mr. 
Andrews that you are making a splendid display 
of Armco products in the front of your store dur¬ 
ing Armco Products Week. We certainly ap¬ 
preciate, Mr. Billings, this splendid co-operation 
on your part. Then, too, it is a fact that lots 
of sales are made by suggestion. This is espec- 



60 


Making Letters Talk Business 


ially true of Armco products, because they are 
nationally advertised. You will be surprised at 
the number of persons you undoubtedly will 
bring into your store as a result of this prominent 
display. 

We hope that your volume of business is grow¬ 
ing and we assure you that our aim is always to 
help our customers in any way possible. Don’t 
hesitate to let us know how we can help you. 


There is nothing to write about , you 
say. Well , then , write and let me 
know just this,—that there is nothing 
to write about; or tell me in the good 
old style if you are well. That's 
right. I am quite well. 

—Pliny The Younger 








The Injured Tone 


61 


It takes facts backed by convincing evidence to pull busi¬ 
ness. Sending general statements after orders is like going 
after water with a sieve. 

THE INJURED TONE 

Did you ever write a prospective customer, whose pre¬ 
vious interest had not been touched, and fail to get a 
response? Then you wrote again and again with no better 
result? What was the reason? 

Generally, a series of letters is weak because all the 
burden is thrown upon the first letter, and the remainder 
of the series carries an injured tone that is very much like, 
“I wrote you a letter; why don’t you write to me?” 

Here is the way to look at the problem. Each letter of a 
series is an independent unit. It must stand alone. It 
must follow the well-known and effective plan of gripping 
attention, holding interest, arousing conviction, and stimu¬ 
lating action. To do all this, each letter must present 
facts—facts of interest to the reader. And the facts must 
be concrete, so the reader will see and believe and act. 

If the first letter doesn’t “get home,” forget that first 
letter and write another. Come at the problem from 
another angle. Give your second letter an entirely different 
dress., Then when you come to the last letter, make it 
longer than the others and embody in it all the high peaks 
of the preceding letters. This last letter is your ultimatum. 
It is your parting shot. 

In a series of sales letters it is better not to refer to pre¬ 
vious letters—that is a feature of collection letters. 

With discussion out of the way, how would you answer 
this letter? 

We have written, you several times regarding 
our quotation of December 29, 1920, on blue an¬ 
nealed, galvanized, and black Armco Ingot Iron. 

Up to the present, we have not received a reply 
from you, nor have we received your order. We 
trust to have your specifications at an early 
date or at least a reply from you. 



62 


Making Letters Talk Business 


If you wish to transport your ideas across to the other 
fellow , you must center your thoughts on that other fellow—the 
man at the end of the line of communication. 

SESQUIPEDALIANISM 

Raising his voice in holy horror at the tendency of 
writers and speakers to wallow in big words, Doctor Samuel 
Johnson exclaimed: “Witness the immense pomposity of 
sesquipedalian verbiage!” Then he proceeded to define 
network as “Anything reticulated or decussated, at equal 
distances, with interstices between the intersections.” 
Whereupon the Yankee fisherman gave his version: “Square 
holes with string tied around them.” 

In the use of big words, who sinned more than Doctor 
Johnson? Goldsmith said of Johnson: “He makes his 
little fishes talk like whales.” 

Why is it that today we find a tendency to use heavy, 
labored expressions rather than simple, understandable, 
everyday, common sense English—-the English that Lincoln 
used? 

Read this paragraph written by an engineer: “It may 
be considered as consisting of a network of veins, traversing 
on the one hand a metamorphic matrix of a somewhat 
argillo-arenaceous composition and on the other hand what 
appears to be a feldspathic tufaceous igneous rock.” 

The editor to whom the scientific article was submitted, 
characterized such writing as “Metamorphosed English 
pseudomorphic after flapdoodle—rhetorical rot!” When 
translated into Anglo-Saxon, it meant MUD! 

Take a lesson from this: In a great newspaper office, 
the last edition was being put upon the press. But, as so 
often happens, at the last moment a choice bit of news 
broke. 

One of the younger reporters sat down at a typewriter 
and began to pound out the story. Suddenly he became 
halty and jerky in his writing. The words refused to come. 
The editor was waiting. The copy reader was waiting. 
The make-up man was waiting. 



Sesquipedalianism 


63 


Presently the editor who knew the ropes stepped over 
to the reporter’s side, tapped him on the shoulder with a 
pencil and said: “Just one little word after another, 
please.” 


The law of worthy life is fun¬ 
damentally the law of strife; it 
is only through labor and pain¬ 
ful effort , by grim energy and 
resolute courage , that we move 
on to better things. 

—Theodore Roosevelt. 









64 


Making Letters Talk Business 


SERIES NO. 1 

You have learned definite principles to apply in letter¬ 
writing. Let us see how these same principles work out 
in a series. Measure each letter in the light of principles 
already discussed. Decide how you would improve the dif¬ 
ferent letters. Then answer to your own satisfaction why 
your changes are improvements. Do all this and you will 
feel a decided expansion in your letter-writing ability. 

When you build your factory at 203 Lafayette Avenue, you 
will have one very important question to decide: “What kind 
of a roof shall I use?” And upon your answer the value of your 
building will be determined; for no building is any better 
THAN ITS ROOF. 

Many builders have decided this question by using Armco Ingot 
Iron galvanized sheet-metal roofing. In many instances these 
roofs have seen years of hard service, but they are still in perfect 
condition. They are giving this splendid service without 
further cost; they will continue to do so without further 
cost. 

Just turn through the enclosed booklet. Notice in particular 
the different types of buildings covered with galvanized Armco 
Ingot Iron. Notice, too, that these roofs are in service through¬ 
out every section of the country, all degrees of service installa¬ 
tions being represented. Read the testimonials of those who 
use this material. Notice that service is the dominant factor 
in each case. And this long service is assured each user because 
Armco Ingot Iron is rust-resisting. 

Why not look upon your roofing material as an important invest¬ 
ment? You would find it economical in the long run just as 
the many users of Armco Ingot Iron roofing are finding economy 
in long service. 

Let us know on the enclosed card the size of your roof and the 
gage of metal you feel would be suitable. We shall promptly 
submit an estimate. 



The Series—Letter No. 2 


65 


Note the splendid comparison used in the second para¬ 
graph. Who hasn’t had experience with shoes? Such 
homely comparisons are doubly valuable because they are 
within the experiences of all. Read this letter especially 
for conviction and persuasion. 

It is not always economical to buy at lowest price. When you 
are certain that the greater length of service more than makes up 
the difference in price, then price becomes secondary. 

Armco Ingot Iron galvanized sheets for roofing cost more to 
manufacture than common steel sheets. The reason is evident. 
Why does one pair of shoes cost more than another pair? Com¬ 
parison shows the higher priced shoe to be of better material, the 
workmanship of higher standard, with evidences of greater 
care used throughout the process of manufacture. And the 
shoe will keep its shape and wear longer. 

So it is with Armco Ingot Iron. The American Rolling Mill 
Company emphasizes every precaution in the production of a 
sheet iron that will give the user the longest possible service. 
This greater length of service more than makes up the difference 
in price. 

Buy a roof for your building as you would shoes for your feet— 
something that will wear well and give you good, long service. 

By roofing your new building with Armco Ingot Iron you are 
assuring yourself the greatest possible return on your investment. 

Armco Ingot Iron galvanized roofing is no experiment. It is 
proving its quality and durability upon thousands of roofs in 
all parts of the world. It will serve you as it is serving others. 

This sheet iron can be furnished you in any style or gage. Fur¬ 
thermore, your metal workers will find the working qualities of 
Armco Ingot Iron ideal. The metal is soft and pliable. Tin¬ 
ner’s shears snip through it; tight seams are easily formed; 
gutters can be “tailored to fit” with Armco Ingot Iron. 

We shall be glad to furnish you with any other information or 
to help you in selecting gages suited to your requirements. 



66 


Making Letters Talk Business 


In every series of letters there should be a dominant 
idea. Throughout this series the dominant idea is: The 
value of any article is determined by the service that 
article will render. Notice how this central idea is im¬ 
pressed and reimpressed upon the mind of the reader. 
Notice, too, that so far this series is free from technical 
discussion that would confuse the layman. 

Paragraph four is a splendid illustration of proof by 
direct, concrete evidence. Such evidence goes a long way 
toward establishing confidence. 

Roofing material, to serve its purpose, must last—no doubt 
about that. Every builder, when selecting a material with 
which to cover his building, desires a roof that when once put 
on will stay there. That’s why the subject of roofs is an inter¬ 
esting one to a man who is putting up a new building. 

Armco Ingot Iron galvanized sheet metal is durable. Actual 
tests in service, covering many years, have proved the lasting 
qualities of this rust-resisting roofing. It has been subjected to 
every possible known condition and it has stood the test. 

Rusting of iron or steel is largely due to the impurities the 
metal contains. The greater the percentage of impurities the 
more rapid will be the rusting action. Armco Ingot Iron resists 
rust better than ordinary steel, because Ingot Iron is pure and 
dense. The higher quality of coating on Armco galvanized iron 
sheets further adds to this resistance, producing a product un¬ 
surpassed in durability. 

Large quantities of Armco Ingot Iron galvanized sheets have 
been used in important buildings where lasting qualities are 
absolutely essential. The Lincoln Memorial Building at Wash¬ 
ington, D. C.; the Woolworth Building in New York City; and 
the Ford Hospital at Detroit, are examples of buildings where 
this material was used because of its lasting qualities. 

Your new building, roofed with Armco Ingot Iron galvanized 
sheets, will save worry and expense. Use it and you will solve 
your roofing problem not only for the present but also for the 
future. 

You may wish further information concerning this material or 
some other point in regard to your requirements. Just let us 
know on the enclosed card, and we shall be glad to help in any 
way possible. 



The Series—Split No. a 


67 


Frequently a series of letters is “split.” This happens 
when the prospect conies back with a request for additional 
information or asks some specific question. In either case 
the regular letters of the series will not answer the purpose. 
So you must write a special letter, which should be followed 
up until you are sure you have satisfactorily disposed of 
that question; then take up the regular series. 

As an example, suppose your prospect comes back with: 
“I do not understand just why Ingot Iron roofing will out¬ 
last any other metal, particularly steel. All sheet metal 
looks alike to me. Will you please give me additional in¬ 
formation on this point?” Would this answer his question? 

It is quite true, just as you say, that sheet steel and Armco 
Ingot Iron may look alike on the surface, but careful examination 
under the microscope will reveal a vast difference. 

In general, when you select articles, sight and touch are relied 
upon to determine the quality. Take clothing for instance: 
The “feel” of the cloth will tell whether the material is all wool 
as well as a yard wide. When you buy shoes, the “feel” again 
comes into play and discloses whether the leather is of coarse or 
fine texture. 

With metals, however, sight and touch can not reveal the true 
quality. The quality of metal is determined by the degree of 
scientific skill used in the elimination of impurities. 

Here is a simple illustration that brings out the point: One 
• defective apple in a barrel of prize winners and what happens? 
You either throw out the decaying apple or lose all. 

And so it is with sheet metal. The elements that produce decay, 
or rust, in ferrous metals are: carbon, sulphur, phosphorus, 
manganese, silicon, and the gases oxygen, hydrogen, and nitrogen. 

So these detrimental elements must be entirely eliminated if 
possible. If not completely eliminated, they must be reduced 
to the smallest possible degree. 

Here is where Armco Ingot Iron excels any other sheet metal. 
The impurities named are not allowed to exceed 16/100 of one 
per cent. No other sheet manufacturer can give you this 
guarantee. 

It is the pure metal in Armco Ingot Iron that will make your 
roof last longer because pure iron will resist rust. 



68 


Making Letters Talk Business 


SPLIT B 

Whenever the series is split you must decide how much 
information is necessary in order to put your idea across. 
You realize that the prospect has shown an interest. In 
other words you have driven a wedge into his indifference— 
he wants to know. 

It will pay you always to take another survey of the 
situation. If you decide that lengthy information is in 
order then dig up whatever is required. Give special con¬ 
sideration to the kind of information needed. Get suffi¬ 
cient evidence to establish proof. 

Here is another interesting point to know about sheet metal for 
roofing. 

We explained why it is that steel rusts so quickly—because of the 
impurities—carbon, sulphur, manganese, phosphorus, and the 
gases hydrogen, oxygen, and nitrogen. 

In metal, these impurities tend to collect in colonies—bunch 
up—and stay together. This segregation makes a weak spot 
in the metal. Within a short time, rust eats its way through 
the sheet. 

The enclosed photographs show that these weak spots are 
plainly seen when a large piece of steel is cut in two. This is not 
true of Ingot Iron. The process used in the manufacture of * 
Armco Ingot Iron eliminates the impurities to the smallest 
possible degree. The 16/100 of one per cent that remains in 
commercially pure iron is so evenly spread throughout the metal 
that colonies of bad spots do not exist to any extent. This is 
just an added reason why Armco Ingot Iron roofing material lasts 
longer than steel. 



The Series—Letter No. 4 


69 


Five important points should be considered when buying 
material for roofing purposes. 

Here they are: 

1 Will this material be durable? 

2 Is it fireproof? 

3 Is it easy to put on? 

4 Will it look well? 

5 Will the lasting qualities justify the price? 

You will agree that any product which fulfills all these re¬ 
quirements must be an ideal material for roofing purposes. 

Galvanized Armco Ingot Iron is the answer to all of these im¬ 
portant requirements. Years of actual service have proved it 
to be an ideal roofing material. The number of users indicate 
the confidence placed in this material as a durable product. 
Its superiority when compared with steel sheets is evident. 

A lower insurance rate goes with the installation of Armco 
Ingot Iron roofing material. Furthermore, the roof is easy to 
put on. Simple but efficient methods of fastening are used. 
Very little time is required to apply any one of the several 
types of roofing you may choose. 

A roof covered with Armco Galvanized Ingot Iron presents a 
neat and uniform appearance over the entire surface. When 
applied, provision is made for expansion and contraction, thus 
eliminating chances for buckling or tearing. 

In deciding to use sheet metal roofing, do not be confused by 
cheaper materials that are offered. Common sheet metal may 
be had for less, but in the long run it will prove higher in price 
than Armco Ingot Iron. The initial price is not always the 
actual cost. 

Roof your new building with Armco Ingot Iron galvanized 
sheets. It will give you years of service. Write us today for 
an estimate on your requirements. We can supply you direct 
from the mill on short notice. 



70 


Making Letters Talk Business 


SERIES No. 2 

In connection with this second series study especially 
contact, conviction, persuasion, and clincher. Read critical¬ 
ly. If these letters bring to you a new idea or a different 
way of expressing an old idea, be sure that you discover 
what it is that is different. Keep asking yourself 
what and why. 

Why is it that an Armco culvert stands up under an 85-foot 
fill, or an extremely shallow fill? It is the design—the curved 
arch. 

Try this simple experiment. Take an ordinary piece of fairly 
stiff paper the size of a post card, hold the paper by one end 
keeping it flat. Now lay a dollar on the free end. The dollar 
falls off. But take the same card and arch it into a half circle 
with both ends held firmly, and the weight of the dollar will be 
supported. The curved arch is the strongest type of construc¬ 
tion. Armco Ingot Iron culverts, owing to their type of con¬ 
struction, are so strong that they are practically uncrushable 
when properly installed. 

Mr. George Fowler, an eminent engineer and associate editor of 
“The Railway Age Gazette,” made an elaborate test to deter¬ 
mine the strength of corrugated culverts. He found that corru¬ 
gated culverts have ample strength to withstand the severest re¬ 
quirements for railway or highway installation. 

Abundant evidence supports Mr. Fowler’s conclusions. In the 
iVtlanta terminal is an Armco culvert over which there is prac¬ 
tically no headroom. Half a million trains, including the Dixie 
Flyer and Royal Palm, have passed over it since it was installed 
twelve years ago. eight years ago on the Western Pacific a 
60" Armco culvert was placed under an 85-foot fill. Both 
these culverts are in perfect condition today. 

When culverts will stand such severe tests highway commis¬ 
sioners can rest assured that Armco culverts have the strength. 



Series No 2 —Letter 2 


71 


Each letter should have a central selling point. Can 
you pick it out of this letter? No single letter should 
attempt to tell it all. Any message that empties the 
writer, rarely fills the reader. Leave something for the 
imagination. 

You and everybody else in your community will find it good 
economy to select the culvert material that is going to give 
you the longest possible service. Service is the final answer, 
but service can’t be any longer than the life of the material used. 

This demand for service is satisfactorily filled by Armco Ingot 
Iron culverts. You wish to know the reason and it is simply 
this: Armco Ingot Iron culverts are made to resist rust; further¬ 
more they do resist rust. 

You naturally wonder why Armco Ingot Iron culverts are rust 
combating; and I want to give you the reasons plainly and 
simply. There are three: 

first: The selection of the raw materials. No material goes 
into Armco Ingot Iron sheets until that material is inspected, 
analyzed, and tested by men trained to do this important work 
and fully equipped to do it accurately; 

second: The raw material is melted, and worked until the 
impurities are practically eliminated. It requires extra time 
and extra heat to do this, but the elimination of impurities is 
the only means of making a lasting iron similar to the old- 
fashioned irons—so impurities must go; 

third: This commercially pure iron is coated with a clean, 
tight coat of spelter that won’t flake or peel. And it is the 
purity of the base metal that makes possible this splendid coat¬ 
ing. You can’t have such a perfect coat if you use a steel base 
metal because spelter will not “grip” steel as it does pure iron. 
Armco Ingot Iron culverts will outlast steel culverts from three 
to five times when installed under similar conditions. Carefully 
kept records prove this statement. 

Just a line or two on the enclosed stamped card will bring you 
more information about rust-resisting culverts. Use the card 
today. 



72 


Making Letters Talk Business 


A nose for news is an asset to the letter writer. Seize 
upon every opportunity to take advantage of timely topics. 
Who isn’t talking about transportation cost these days? 

Concrete statements must be used if you expect to con¬ 
vince any one. Is this letter concrete, specific? 

Transportation cost is quite an item these days, isn’t it? When 
transporting Armco Ingot Iron culverts, however, you get the 
largest possible return on your money. And here is the reason: 

One of the strong points in favor of Armco Ingot Iron culverts 
is that they are light enough, yet practically uncrushable, they 
can be hauled at the lowest possible freight cost. All cars 
carry the maximum number of feet; no space is wasted; and an 
average load for a team is 125 feet of 18-inch culvert. 

Who gets the benefit of this economy? The user of Armco 
Ingot Iron culverts. 

When you stop to consider the rigid types of construction are 
so bulky and heavy that they weigh about twelve times more 
than Armco Ingot Iron culverts, then you get some definite 
idea of just what transportation cost means to the user. Add 
to this excessive weight the cost of loading and unloading from 
cars and wagons, and you realize that freight cost is not the 
only transportation cost. 

There is, however, another point: Armco Ingot Iron culverts 
are not fragile; you do not need to consider breakage in transit. 
The number of feet you order is the number of feet you get, 
ready to go into the ground. 

You see the advantage in transportation is decidedly in favor 
of Armco Ingot Iron culverts. But what about actual installa¬ 
tion? In this respect there is a wide margin in favor of Armco 
Ingot Iron culverts—they are easily installed. Common labor 
can do the job quickly and satisfactorily. Traffic is not delayed 
several days during the process of installation; if there is any 
delay it is only a matter of a few hours. 

Use the enclosed stamped card to give us an estimate of the 
sizes and lengths of culverts you will need this spring. No 
matter what your requirements may be we are ready to make 
delivery. Culverts on the ground are ready to go into the 
ground when you are ready. Mail the card today. 



Series No 2—Letter 4 


73 


Get close to your reader. Talk about his common ex¬ 
perience, things that he knows. Get him to see that the 
desirable qualities which he accepts as true, are true of 
your product. Lead him to understand that your product 
is the answer to his existing needs. 

For culvert installation Armco Ingot Iron culverts are ideal, 
because they can’t be broken by any settling foundation. Armco 
Ingot Iron culverts are elastic. They adapt themselves to 
conditions and go right on giving dependable and economic 
service. 

Look at any culvert installed under a highway or railway and 
you will discover that vibration is an item to be considered. 
Every time a load passes over, there is an impact—a sudden 
jar— that may be moderate or it may be violent; it all depends 
on the weight of load and the depth of fill. Such vibration 
frequently batters down a rigid type culvert. 

Vibration, however, does not affect Armco Ingot Iron culverts; 
they are elastic enough to give, but they always go back to 
their original shape. By actual test an Armco Ingot Iron 
culvert has been pressed in as much as one inch, but as soon 
as the pressure was removed the culvert again became perfectly 
round. What does this mean to you—the user of culverts? 

It means that Armco Ingot Iron culverts are truly economical; 
they are practically indestructible. 

Suppose the ground freezes and thaws. In that case there is 
always a movement of the foundation; the soil will shift, heave, 
or slide. Posts have been pushed out of the ground by thawing. 
Water pipes freeze and burst. Even gigantic rocks have been 
split wide open by water seeping into the cracks and seams and 
then freezing. Armco Ingot Iron culverts, however, are elastic 
enough to stand the strain; they may freeze tight but they don’t 
burst. 

Under all these conditions—shifting soil, terrific vibration, solid 
freezing—Armco Ingot Iron culverts are giving 100 per cent serv¬ 
ice. And this same service has been going on over a period of 
years and in all sections of the country. 

Let us repeat: Armco Ingot Iron culverts are truly economical. 
Use the enclosed stamped card to let us know your requirements. 



74 


Making Letters Talk Business 


Get the newsy atmosphere of this letter. It has local 
color. Furthermore, in effect the reader is told, “You 
don’t have to take my word, ask your friend and neighbor, 
Tom Williams.” What’s the big point in this letter? Can 
you pick it out and sum it up in a single short sentence? 

Just the other day I was looking at an Armco Ingot Iron culvert 
installation out on the Mill Creek highway and I remarked to 
Tom Williams, the road supervisor, about the splendid condi¬ 
tion of the culvert. Mr. Williams immediately spoke up with: 
“Yes, it’s as good as it was the day it first went into the ground 
six years ago; and it has been moved twice.” 

That made me realize more than ever the permanence or rescue 
value of Armco Ingot Iron culverts; it is this practically in¬ 
destructible feature that makes these culverts give maximum 
service at minimum cost. 

There are numerous instances where Armco Ingot Iron culverts 
have been washed out by floods; but these same culverts are 
today giving the same satisfactory service that they gave the 
day they were first installed. And there are others besides Mr. 
Williams who have found it an easy matter to remove and 
re-install an Armco Ingot Iron culvert. 

In this re-installation process all the features combine to make 
Armco Ingot Iron culverts economical: They are still rust- 
resisting, still retain their original strength, still light and easily 
transported, and still easily installed without days of delay to 
traffic. 

Every Armco Ingot Iron culvert will give you this assurance: 
Satisfactory service wherever installed, and, if greater satisfac¬ 
tion is found in some other location, move the culvert. 

Simply check on the enclosed stamped card and indicate the size 
and length of culverts you need. I shall immediately send you 
an estimate. 



Series No. 2 —Letter 6 


75 


If your letters in a series get over, carry conviction, and 
secure action, they must grow progressively stronger from 
the first to the last. The last letter is therefore your 
supreme effort; in it you marshal all your strength in one 
mighty effort to get results. 

So this last letter of the series is the ultimatum; it con¬ 
tains a summary of all previous letters. Its length must be 
decided by circumstances. 

It’s the sum total that counts. Truly meritorious products 
have distinguishing features that set them off and make them 
stand out from other similar products. Such is true of Armco 
Ingot Iron culverts. 

You can compare these culverts with any other .type, and you 
will find that Armco Ingot Iron culverts match merit for merit 
and still have a wide margin held in reserve. It’s this reserve 
that can’t be matched that you should consider carefully; it 
means ultimate economy. 

In favor of Armco Ingot Iron culverts you will find: 

1 They are rust-resisting 

2 They are made right 

3 They withstand any known pressure 

4 They can be moved from place to place without damage 

5 They can be installed easily and quickly 

6 They give maximum service at minimum cost 

Rust resistance gives to Armco Ingot Iron culverts a period of 
usefulness long after other types of culverts have failed; 

All joints and seams have ample lap. Full sized Armco Ingot 
Iron rivets, properly headed, are placed in the valley of each 
corrugation along the seams, and evenly spaced round each 
joint; 

Depth of fill, extreme temperatures, sudden shocks hold no 
terror for these sturdy culverts; 

Should you wish to remove a culvert you can do so without any 
injury to the culvert whatever; Installation is simple and easy. 
They are light and easily hauled. Average labor can do the job. 
Consider service with cost and Armco Ingot Iron culverts will 
give the longest service at the lowest cost. 

Just write your name on the enclosed card and mail it today. 









ESSENTIAL MECHANICS 


Some Points to Keep in Mind 

78 

Punctuation ..... 

79 

Syllabication ..... 

88 

The Hyphen ..... 

89 

Plurals ...... 

90 

Separate Words .... 

90 

Solid Words ..... 

90 

Abbreviations ..... 

91 

Use of Figures ..... 

95 

Capitalization . . . 

96 

The Typewriter .... 

98 

Accuracy vs Speed .... 

98 

Mechanical Quality .... 

99 

Mechanical Emphasis 

99 

Spacing .. 

99 

Margins ...... 

99 

Titles ...... 

99 

The Inside Address 

100 

Salutations ..... 

101 

Second Sheet ..... 

101 

Complimentary Closings 

101 

Enclosures ..... 

101 

Folding Letters .... 

102 

Directing Mail .... 

103 

Attaching Stamp .... 

103 

Forms ...... 

104 

Words Frequently Misspelled 

109 

Armco Vocabulary .... 

126 










1 

2 

3 

4 

5 

6 

7 

8 

9 

10 

11 

12 

13 


SOME POINTS TO KEEP IN MIND 


Absolutely even touch. 

Clean type. 

Neat erasing—don’t have an erasure as big as a 
nickel. Don’t erase half-way. 

Fresh ribbons—when needed. 

Accuracy —accuracy in spelling, punctuation, and 
typing. Twenty words can be written in the time 
it takes to make a single erasure. 

Never hand in a sheet that has strike-overs. 

Even spacing comes by careful practice—but it’s worth 
while. 

Keep the right-hand margin as even as possible. 
Don’t have a stepladder series of dashes by dividing 
too many words. 

Misspelled names are gross blunders. 

Wrongly divided words generally indicate incom¬ 
petency. 

A soiled page is offensive. 

Many people think that a letter can be folded any old 
way—but it can’t. 

Proof-read the page before it is taken from the machine. 
See that it makes sense. 



PUNCTUATION 

Punctuation is of prime importance for two reasons: 
readableness and immediate clearness. If you expect to 
put your message across to the reader, your letter must be 
easy to read, and it must be clear at first reading. Although 
custom has given to us the various punctuation marks, read¬ 
ableness and clearness determine WHEN to punctuate. 

Punctuation is the life of your message. What inflec¬ 
tion is to the voice, punctuation is to writing. We have 
heard people talk in a dull, monotonous, incoherent voice, 
and we received a very bad impression. If your letter 
makes the most of its opportunity, it must be properly 
punctuated; otherwise it is dull, monotonous, and incoher¬ 
ent. 

At present there is a commendable tendency to reduce 
punctuation to a minimum. Minimum punctuation, how¬ 
ever, must neither cause confusion of thought, nor detract 
from the force of the expression. Although the rules given 
in this booklet are not exhaustive, they are sufficiently com¬ 
plete to enable one to punctuate with accuracy. 

Uses of the Period (.) 

1 After a complete sentence. 

Wrong: We have scheduled your orders of September 5 and 
November 10. The first for Ingot Iron Sheets, and the second 
for Electrical Steel Sheets. 

This is one sentence. There should be no period after 
November 10. Using the period where the comma should 
be used is a frequent error. Such practice is known as the 
“period fault”; it is a serious mistake and shows inability 
to recognize a sentence. 

2 After abbreviations, such as Mr., Co., etc., Sec. 

3 After a question of courtesy, which is really a re¬ 
quest, a period is used, not a question mark. 

Right : As soon as the material arrives, will you kindly take care 
of this matter for us. 


80 


Making Letters Talk Business 


Uses of the Comma (,) 

1 To separate numbers so that they may be easily 
read: 

Right: 93 , 864 , 562 ; $ 654 , 320 . 35 . 

2 To separate the members of a series of the form a , 
b , and c, unless they are all connected by conjunctions. The 
omission of the comma before and is misleading, because b 
and c would then equal a. The intention is that the mem¬ 
bers should be equal. 

Right: The work is steady, pleasant, and profitable. 

Right: The work is steady and pleasant and profitable. 

3 To separate the members of a series of adjectives or 
adverbs that are equal in value and not connected by con¬ 
junctions. When the series may be interchanged or sepa¬ 
rated by and , the members are equal in value. 

Right: He is a systematic, diligent representative. 

Right : Fair, courteous treatment of all complaints is our policy. 

Right : Please send me a sample of Ingot Iron Alloy Coated 
Sheets. 

4 When a series forms a subject, there is no comma at 
the end of the subject. 

Right : Manufacturers, jobbers, and retailers are steadily en¬ 
larging their business. 

5 To set off any expression that interrupts the main 
thought of the sentence whether it is a word, phrase, or 
clause. 

Word : The settlement, nevertheless, is fair to all. 

Phrase: It seems strange, the material being up to standard, 
that there should be any difficulty. 

Clause: If you give your consent, inasmuch as all others have 
consented, the change will be made. 

Notice that when the expression is thrown in, or wedged 
into the middle of a sentence or clause, two commas are 
necessary. 



Punctuation 


81 


6 To separate distinct, independent statements joined 
by the conjunction and or but. 

Right : You may use other material, but you will sacrifice serv¬ 
ice for price. 

Right: Ingot Iron has stood the test of long service, and it is 

now in demand more than ever. 


7 To set off a dependent clause preceding its principal 
clause. 

Right: Although the conditions are similar, we know that you 
will get far better results. 

Right : Should you be interested in a position, we shall be glad 
to have your application. 

8 Do not place a comma between a subject and its 
verb. (See Rule 9) 

Right : A stenographer should read every transcript before 
returning it to the correspondent to sign. This practice will 
save time and avoid many serious mistakes. 

9 To separate a very long subject from its verb. The 
comma indicates a necessary pause. 

Right: Any one who goes out into the business field and trusts 
to luck or pull instead of buckling down to the job, cannot hope 
to be so successful as the one who has learned to dig. 

10 To separate words when a slight pause is necessary 
to make the meaning immediately clear. 

Right: He can show you, you are wrong in refusing to accept 
the offer. 

But Note: He had had an experience that was unusual. 

It is evident that that method is effective. 

11 To set off appositives. 

Right : They will inspect the larger plant, the East Side Works. 

12 To separate a quotation from the other parts of a 
sentence. 

Right: The purchasing manager wired, “Send the samples by 
express.” 



82 


Making Letters Talk Business 


13 To set off a geographical name explaining a preced¬ 
ing name; to set off the year from the day of the month; 
and to set off the month from the day of the week. 

Right : Chicago, Illinois. 

Right: September 15, 1921. 

Right: Saturday, September 24, 1921. 

14 To indicate an omission. 

Right: Some of your order was shipped yesterday; the re¬ 
mainder, today. 

15 Before of in connection with residence, position, or 
title. 

Right: Mr. Charles W. Evans, of Buffalo. 

16 To indicate simple conjunctions like for , as , and 
since when the meaning is because. Otherwise the conjunc¬ 
tion may be misread for a preposition. Unless awkward 
repetition results, the safest practice is to use because when 
the meaning is because. 

Right: We are glad to receive your inquiry, for this material 
can be shipped at once. 

17 To set off absolute phrases. It is better to avoid 
the absolute phrase unless you need variety. 

Right : Our floor space having become crowded, we were obliged 
to ship your material. 

18 A period, not a comma, is necessary in the follow¬ 
ing example. Such mistakes are common and are known as 
the “comma fault.” This practice, like the “period fault,” 
shows inability to recognize a complete sentence. 

Wrong: We had not completed the experiment, this fact made 
it impossible to give the desired information. 

A period or a semicolon must be used instead of a comma. 
The semicolon is used to indicate close relation between 
clauses. 

19 To set off non-restrictive or unnecessary clauses 
and phrases. A non-restrictive clause or 'phrase is one which 



Punctuation 


83 


may be omitted without changing the meaning of the sen¬ 
tence. A restrictive clause or phrase is one that narrows or 
closely defines what it modifies. It cannot be omitted . 

Restrictive: The excuse that ‘That is what I had in my notes,* 
is the poorest kind of excuse. 

Restrictive: Please send us at once your remittance for the 
material that was shipped to you on August 10. 

Non-restrictive: Your order, which was not received until 
today, will be scheduled at once. 

Non-restrictive : The objection, which was thought to be minor, 
proved to be serious. 

Uses of the Semicolon (;) 

The comma and the semicolon are not interchangeable. 
To use a comma where the semicolon ought to be used is 
just as wrong and absurd as to use a period after an inter¬ 
rogative sentence. 

The semicolon is used: 

1 To separate the clauses of a compound sentence 
when the conjunction is omitted. 

Right : He did not accept the position; he went with another 
firm. 

Between independent statements connected by the con¬ 
junctions and, but, or, nor, a comma precedes the conjunc¬ 
tion. If the conjunction is omitted, a semicolon must be 
used. 

2 Between the clauses of a compound sentence that 
are joined by one of the conjunctive adverbs: accordingly, 
also, besides, consequently, further, furthermore, hence, how¬ 
ever, moreover, nevertheless, otherwise, still, then, therefore, 

thus, yet. This rule has no exceptions. 

Right: This material has not advanced in price; therefore we 
are able to give you a very favorable quotation. 

Right : This grade of material is no longer available; consequent¬ 
ly we cannot accept your order. 

3 Between the clauses of a compound sentence that 
are connected by a simple conjunction, when those clauses 



84 


Making Letters Talk Business 


are somewhat long, or when a more decided pause is desir¬ 
able. 

Right: A comma is ordinarily used between clauses of a com¬ 
pound sentence that are connected by a simple conjunction; but 
a comma should emphatically not be used between clauses 
connected by a conjunctive adverb. 

4 To separate dependent clauses that are long or com¬ 
plex, and contain commas themselves. The semicolon may 
separate phrases when a comma would not make the separa¬ 
tion clear. 

Right: (Clauses) We have learned that your business is 
growing rapidly; that your product is giving excellent service, 
although the conditions are not wholly favorable; and that you 
desire to place large orders for materials. 

Right: (Phrases) The material will be shipped to you, crated 
exactly as required, and bearing all necessary forwarding in¬ 
structions; or given to your representative, upon receipt of 
proper authority, and a cash payment of one-third of the net 
amount. 


Uses of the Colon (:) 

1 The colon is used in an introductory sense. It is 
used after a word, phrase, or clause to introduce a formal 
list or a long quotation. A short quotation may be preceded 
by a colon if the introduction is formal. 

Right: There are five points of superiority to consider: chemical 
purity, rust-resistance, enameling property, welding property, 
and electrical conductivity. 

Right : The exact words were: “You may send the order c. o. d.” 

Right : The inspector stated: “(Several lines are quoted).” 

2 A colon should precede the expressions: namely, that 
is, and the abbreviations: viz,, i. e., e. g., when they intro¬ 
duce a series of terms used in apposition to the general term. 

Right: We have secured several new customers: namely, The 
Anderson Company, The Stevens Manufacturing Company, 
The Walsh Metal Company, and the Brown Metal Products 
Company. 

Note: The semicolon is also correct in this instance. 

3 Only the colon follows the salutation. 

Right: Gentlemen: 



Punctuation 


85 


Use of the Question Mark (?) 

The question mark is used after every direct question. 
(See Rule 3, Period) 

Uses of Quotation Marks (“ ”) 

1 Double quotation marks are used to enclose the 
exact words of another person. An indirect quotation is 
not enclosed by quotation marks. 

Direct: They telegraphed, “Send the material c. o. d.” 

Indirect: They telegraphed that the material should be sent 
c. o. d. 

2 Single quotation marks (‘ ’) are used to enclose a 
quotation within a quotation. 

Right: Our representative reported: “I called on the purchas¬ 
ing manager, who said, ‘We are well satisfied with the service.’ ” 

3 When quoting several paragraphs, put quotation 
marks at the beginning of each paragraph, but after the 
last paragraph only. 

4 The question mark goes inside the quotation marks 
when it is a part of the quoted matter; otherwise it goes 
outside. 

Wrong: He wrote, “How much tonnage has been shipped”? 

Right: He wrote, “How much tonnage has been shipped?” 

Wrong: Did you say, “Resquare and oil the sheets?” 

Right: Did you say, “Resquare and oil the sheets”? 

5 The quotation marks are used occasionally for em¬ 
phasis or to indicate technical terms unfamiliar to the 
reader. 

Right: The ingots are then placed in the “soaking pit” to be 
reheated. 

6 The period and comma go inside the terminal quota¬ 
tion marks. The colon and semicolon go outside the ter¬ 
minal quotation marks. These rules have no exceptions. 



86 


Making Letters Talk Business 


Uses of the Apostrophe {') 

1 The possessive case of singular nouns is formed by 
adding the apostrophe and s (’s). Singular nouns that end 
in s form the possessive by adding ’s or by simply adding an 
apostrophe. 

Right: Smith’s, Company’s, Burns’ or Burns’s. 

2 Plural nouns that end in s form the possessive by 
adding the apostrophe after the s. 

Right: Ten days’ trial. 

3 . Plural nouns not ending in s form the possessive by 
adding an apostrophe and s. 

Right: Men’s, women’s, children’s. 

4 Compound nouns form the possessive by adding an 
apostrophe and s to the last word only, as Secretary-Treas¬ 
urer's report. To indicate joint possession, add the apos¬ 
trophe and s to the last noun only, as Brown & Jackson's 
building. To indicate separate possession, add the apos¬ 
trophe and s to each noun, as Smith's and Jones's orders 

5 Possessive pronouns never take an apostrophe. 

Right: Its, hers, ours, yours, theirs. 

It’s is a contraction of it is. 

6 Use the apostrophe and s to indicate the plural of 
figures, letters, signs, etc. 

Right: There are only four 8’s. 

7 The apostrophe indicates the omission of letters. 

Right: Can’t, doesn’t, there’s, it’s. 

Uses of the Dash (—) 

1 The dash indicates an abrupt change in thought. 

Right: You are lacking in one absolute essential—confidence. 



Punctuation 


87 


2 Dashes are generally used in preference to paren¬ 
theses. 

Right: The more you use ARMCO Ingot Iron—you will soon 
find this out—the more you will appreciate it. 

3 To indicate strong emphasis, the dash is sometimes 
used in preference to the comma. 

Right : For the longest possible service there is only one product 
—ARMCO Ingot Iron. 

4 To indicate the intervening dates between two ex¬ 
treme periods of time. 

Right: 1920—1925. (Time begins in 1920, includes 1921, 1922 
1923, 1924, and ends in 1925.) 

Note: Don’t overuse the dash. 


Use of the Exclamation Point (!) 

The exclamation point indicates strong feeling. It is 
questionable whether this mark should ever be used in 
business letters. 


I have found pleasure , for I 
have done good work. 

—Robert Louis Stevenson . 








88 


Making Letters Talk Business 


SYLLABICATION 

Correct division of a word at the end of a line may seem 
to be a matter of small importance, but an incorrect word 
division is really a case of misspelling. Like everything else, 
there is a right and a wrong way to divide words, but there 
should be only one choice. Divide words correctly. By 
observation and by reference to dictionaries one may soon 
learn correct syllabication. Although there is no uniform 
principle, many errors may be avoided by applying the 
following simple suggestions: 

1 Divide a word so that it is possible and natural to 
pronounce each syllable separately. 

Wrong: ga Ivan izing; pri nci pie; fini shing. 

Right: gal va niz ing; prin ci pie; fin ish ing. 

2 Generally, divide between double consonants. 

Right: com mit tee; excel lent; ship ping; run ning. 

But note: roll ing; spell ing; add ing. 

3 Generally, divide between a prefix and the letter 
that follows it. 

Right: con fidence; pre pare; re sistance. 

4 Generally, divide between a suffix and the letter that 
precedes it. The principle suffixes are ing , ly 9 ment i ed , ish , 
able , er, est , tion , sion. The suffixes tion and sion are always 
one syllable. 

Right: Americaniza tion; coopera tion; atten tion; divi sion; 
conclu sion; revi sion. 

5 The suffix le is added to the preceding consonant. 

Right: solu ble; possi ble; enti tie; percepti ble. 

6 Never divide words of one syllable used separately 
or as part of a compound word. 

Wrong: dropp ed; tho ugh; stea mpipe; stoc kholder. 



The Hyphen 


89 


7 Derived forms of one-syllable words may be divided, 
but do not divide the original word. 

Right: start ed; com ing; build ing. 

8. Avoid such divisions as ma ny; a lone; a bove. 


THE HYPHEN 

Many writers do not use the hyphen for any purpose 
other than to indicate syllable divisions. But the hyphen 
has other important uses. 


1 Groups of words that 
should be hyphened: as, 

a matter-of-fact attitude 
a face-to-face meeting 
first-class ore 
3-inch pipe 


express a single part of speech 

well-established industry 
an ill-advised action 
old-fashioned iron 
two-week vacation. 


2 Notice that the omission of a hyphen may entirely 
change the meaning. 


resolution 

retreat 

recovering 

recoil 

reform 

8 hour intervals 
10 ton cars 


re-solution 

re-treat 

re-covering 

re-coil 

re-form 

8-hour intervals. 
10-ton cars. 


3 Words that should be read together to express a 
single idea should be hyphened when otherwise the mean¬ 
ing might not be clear. 

High-speed tool-steel is in much demand. 

The blast-furnace gas will be delivered to a bag house through 600 
feet of brick dust-chamber. 

Stenographers who wish to advance to higher responsi¬ 
bility must prepare beforehand. A business point of view, 
enlarged vision, general information—all these are essential 
in addition to specific knowledge. Stenographers must 
read much in order to know the language of business. Such 
transcriptions as, “This organization would have no diffi¬ 
culty to float alone,” are not made by those who know the 
language of business. 




90 


Making Letters Talk Business 


PLURALS 

Some of the more troublesome plurals are given below. 
You should carefully observe these forms, and then remem¬ 
ber that a plural verb should be used with a plural subject. 


Singular 

Plural 

analysis 

analyses 

appendix 

appendixes 

bill of lading 

bills of lading 

by-stander 

by-standers 

company 

companies 

curriculum 

curriculums 

datum 

data 

formula 

formulas * 

genius 

geniuses 

hanger-on 

hangers-on 

index 

indexes 

memorandum 

memorandums 

parenthesis 

parentheses 

phenomenon 

phenomena 

radius 

radii 

shovelful 

shovelfuls 


The English plurals are given in place of the Latin 
plurals, for those words in which the former is good usage. 

Nouns plural in form but singular in meaning are con¬ 
strued as singular; as, news, athletics, physics, politics, 
mathematics, two thousand dollars. 


SEPARATE WORDS 

All ready (adjective phrase), all right, any day, any 
time, every time, in so far, per cent, some day, any one, 
every one, some one, no one. 

When while , way , and time are used as nouns, write as 
separate words: a while , any way , and some time; but when 
used as adverbs write: awhile , anyway , and sometime . 

SOLID WORDS 

Anybody, beforehand, everybody, inasmuch, itself, no¬ 
body, nothing, nowadays, somebody, something, them¬ 
selves, whereas, whichever, whoever, yourself, nevertheless. 



Important Elements and Their Symbols 


91 


important 

ELEMENTS 

AND THEIR SYMBOLS 

Full Name Symbol 

Full Name Symbol 

Full Name Symbol 

Aluminum. 

. A1 

Gold. 

.Au 

Potassium. . . 

....K 

Antimony. 

.Sb 

Hydrogen. , 

.H 

Radium. 

. .. Ra 

Arsenic. 


Iodine. . . . 

.I 

Silicon. 

.... Si 

Barium. 


Iron. 

.Fe 

Silver. 

• • • -Ag 

Bismuth. 

.Bi 

Lead. 

.Pb 

Sulphur. 

....S 

Boron. 

B 

Magnesium 

.Mg 

Tin. 

. ...Sn 

Bromine. 


Manganese. 

.Mn 

Titanium.... 

... .T 

Cadmium. 

.Cd 

Mercury. . . 

.Hg 

Tungsten.... 

...W 

Calcium. 

.Ca 

Molybdenum.... Mo 

Uranium. 

....U 

Carbon. 

.C 

Nickel.... 

.Ni 

Vanadium. . . 

....V 

Chlorine. 

.Cl 

Nitrogen. . 

.N 

Zinc. 

. . . .Zn 

Chromium. 

.Cr 

Oxygen. . . 

.0 

Zirconium.... 

. . . .Zr 

Cobalt. 

.Co 

Phosphorus 

.P 



Copper. 

.Cu 

Platinum. . 

.Pt 




ABBREVIATIONS 

Generally speaking, abbreviations are not good form in 
correspondence. In the body of a letter , abbreviations are 
especially objectionable. One who abbreviates should follow 
the practice as established by good usage, not the practice 
as used in carelessly written business letters. 

Wrong: During the past summer, I worked in the galv. dept, 
at the E. S. W. 

Right: During the past summer, I worked in the galvanizing 
department at the East Side Works. 

Do not abbreviate a man’s name. Even though a man 
abbreviates his own name, you should either spell his name 
in full or use only the jnitials. 

Wrong: Chas. W. Smith, Jos. A. Miller, Jno. K. Lewis. 

Right: Charles W. Smith; C. W. Smith. Joseph A. Miller; 
J. A. Miller. John K. Lewis; J. K. Lewis. 

1 The abbreviation No. or the sign should not be 
used in connection with the postal delivery number. 

Wrong: No. 205 or #205 Wabash Avenue. 

Right: 205 Wabash Avenue. 

2 Street and Avenue may be abbreviated. They are 
always capitalized. 

Right: St., Ave. 










































92 


Making Letters Talk Business 


3 Do not abbreviate the name of the city. N. Y . City , 
Chi ., and Phila. are not acceptable. St. Louis and St. Paul 
are exceptions. To write Saint Paul is an affectation. 
New York is sometimes used incorrectly to indicate both 
city and State; as, 305 Fifth Avenue, New York. 

For the municipalities included in Greater New York, 
observe the following: 

Wrong: Brooklyn , New York , N. Y. 

Right: Brooklyn , N. Y.; Long Island City , N. Y. 

4 Preferably, do not abbreviate the names of the 
states. Careless abbreviations cause endless trouble and ex¬ 
pensive delays . If you do abbreviate the names of the 
states, you should rigidly follow the abbreviations that are 
recommended by the United States Official Postal Guide 


Alabama. 


Nebraska. 


Arizona. 

. .Ariz. 

Nevada. 

. . .Nev. 

Arkansas. 

. .Ark. 

New Hampshire. 

. . .N. H. 

California. 

. .Calif.' 

New Jersey. 

...N. J. 

Canal Zone. 

. C. Z. 

New Mexico. 

.. .N. Mex. 

Colorado. 

. . Colo. 

New York. 

...N. Y. 

Connecticut. 

. . Conn. 

North Carolina. 

.. .N. C. 

Delaware. 

. .Del. 

North Dakota. 

. . .N. Dak. 

District of Columbia. 

. D. C. 

Oklahoma. 

. . . Okla. 

Florida. 

. .Fla. 

Pennsylvania. 

...Pa. 

Georgia. 


Philippine Islands. . . 

. . P. I. 

Illinois. 

. Ill. 

Porto Rico. 

. . .P. R. 

Indiana. 

. . Ind. 

Rhode Island. 

. R. I. 

Kansas. 

. .Kans. 

South Carolina. 

...S. C. 

Kentucky. 

Ky. 

South Dakota. 

. . .S. Dak. 

Louisiana. 


Tennessee. 

. . .Tenn. 

Maryland. 

. Md. 

Texas. 

. . Tex. 

Massachusetts. 

. Mass. 

Vermont. 

...VL 

Michigan. 

. .Mich. 

Virginia. 

...Va. 

Minnesota. 

. .Minn. 

Washington. 

. . .Wash. 

Mississippi. 

. .Miss. 

West Virginia. 

. . W. Va. 

Missouri. 

. Mo. 

Wisconsin. 

. . .Wis. 

Montana. 

. .Mont. 

Wyoming. 

. . .Wyo. 


Never Abbreviate the Following: 


Alaska 

Maine 

Guam 

Ohio 

Hawaii 

Oregon 

Idaho 

Samoa 

Iowa 

Utah 















































Abbreviations 


93 


5 Although correct abbreviations are Jan., Feb., Mar., 
Apr., Aug., Sept., Oct., Nov., Dec., the better practice is to 
spell out the months in full. Never abbreviate May, June, 
and July. 

6 Do not use rd , st, th , etc., after the day of the month, 
as in September 3, October 1 , or November 5 . But note: The 
5th of November; Your letter of the 10th . 

7 Write the year in full, as in 1924. Contractions 
like ’19 and ’20 are frequently misleading. 

8 The form 10/12/24 is frequently used in memoran¬ 
dums and interplant mail, and there can be no objection to 
this practice. This formula , however , should not be used in 
outside correspondence , because not all persons will read it 
alike . In Europe generally, and by some in America, 
8/12/24 would be read as the eighth day of the twelfth 
month. 


9 The following is a general list of abbreviations, which 
will prove valuable to those who wish to abbreviate correct¬ 
ly. Usually, if the full term is capitalized, capitalize in the 
abbreviation; otherwise use small letters. Do not use both 
the apostrophe and the period in an abbreviation like 
ford where the apostrophe indicates the letters omitted. 


The word is a contraction, 


abst.abstract 

acct. or a/c. .account 
advt. or ad.. advertisement 
agt.agent 

a. m.forenoon 

assn.association 

asst.assistant 

Ave.Avenue 

al.first class 

bal.balance 

bbl.barrel 

bdl.bundle 

b/e or b. e.. .bill of exchange 
B/L or b/1. .bill of lading 

bldg.building 

blk.black 

b. o.buyer’s option 

Bro (s).Brother or Brothers 

c. a. f.cost and freight 


which never requires a 

chap.chapter 

c. i. f.cost, insurance, 

freight 

Co.Company, County 

C/O or c/o. .care of 

c. o. d.cash on delivery 

cr.creditor 

c. w. o.cash with order 

cwt.hundredweight 

(never use hundredweight in 
foreign correspondence; say 
“a hundred pounds.”) 

d.pence 

dept.department 

disct.discount 

div.dividend 

do.ditto (the same) 

dr.debtor 

ea.each 




























94 


Making Letters Talk Business 


etc.et cetera (and so 

forth) 

ex.example 

exch. or ex. . exchange 
exp.express 

e. g.for example 

f. a. s .free along side 

f. o. b.free on board 

for’d.forward 

f. p. a.free of particular 

average 

frt. or fgt. . .freight 

ft.feet or foot 

gen. or gen’l general 

h. p.horsepower 

hund.hundred 

i. e.that is 

in.inches 

Inc.Incorporated 

ins.insurance 

int.interest 

lb.pound or pounds 

Ltd.Limited (Limited 

liability corporation) 

1. t.long ton 

mem. or 

memo... . memorandum 

mfd.manufactured 

mfg.manufacturing 

mfr.manufacturer 

mgr.manager 

n. b.note carefully 

N/P.Notes Payable 

N/R.Notes Receivable 

O. K.all correct 

o. p.c.r. &a. one pass cold-rolled 

and annealed 


oz.ounce or ounces 

p. & 1.profit and loss 

payt.payment 

p. c.per cent 

pd.paid 

pkg.package 

p. m.afternoon 

pref.preferred 

Pres.President 

qr.quarter 

rec’d.received 

recr.receiver 

reg.registered 

R. R.railroad 

ret.returned 

Ry.railway 

s.shillings 

S/D.sight draft 

sec. or secy. 

secretary 

sh.share 

shipt.shipment 

sq.square 

str.steamer 

St.Street or Saint 

supt.\ superintendent 

t. b.trial balance 

tel.telegraph 

treas.treasurer 

ves.vessel 

via.by way of 

w. a.with average 

w/b.way bill 

w. p. a.with particular aver¬ 

age 

wt.weight 




























































Use of Figures 


95 


THE USE OF FIGURES 

1 Use figures uniformly. 

2 In the body of a letter, spell out all numbers less 
than one hundred. 

3 Spell out round numbers. 

4 A sentence should never begin with figures, except 
the figure which sometimes precedes a paragraph. 

5 If a number contains decimals or fractions, it is 
common to write it in figures. 

6 Sums of money should usually be put in figures, 
although an even amount in a letter is frequently spelled out. 

7 In legal papers sums of money are always written 
both in figures and numbers. 

8 Do not use figures when the word “number” is 
spelled out. Do not spell out an amount when a sign or 
abbreviation is used. No. 15; #15; number fifteen. 

9 Do not write $27. but $27 or $27.00. 

10 Write 750 or 75c. never $.75 except when tabulat¬ 
ing. 

11 Figures do not follow figures, as in, “In 1921 
twenty-seven (not 27) new firms were added to the list ” 

12 Spell out numbers used as names of streets up to 
and including ten; as in, “Tenth Street” “Fifth Avenue” 


The slow penny is surer than 
the quick dollar. The slow 
trotter will out-travel the fleet 
racer. Genius darts , flutters , 
and tires; but perseverance 
wears and wins. 

—Mar den. 






96 


Making Letters Talk Business 


CAPITALIZATION 

To prepare the section on capitalization has been the 
most difficult part of this book. The subject is hard to 
treat, because equally good authority may be cited to prove 
that a word is or is not capitalized under exactly the same 
circumstances. Although many of the most common and 
seldom-violated rules of capitalization are omitted, those 
that are given have abundant sanction. The term capital¬ 
ize refers to the first letter of the word, not the whole word. 

1 Capitalize all adjectives derived from proper nouns: 

American, European, Parisian. 

But do not capitalize such generalized expressions as 
“morocco leather,” “roman type,” “paris green.” 

2 When standing without the name, capitalize only 
titles of highest rank: 

The mayor; the President. 

3 Capitalize both words in a compound title; as, 
Attorney General, Lieutenant Colonel. 

4 When referring to definite sections of the country, 
use capitals, but not when speaking of directions: 

The South, the East, the West, North Atlantic states. 

They went east on Broadway. 

5 Do not capitalize the seasons. 

Wrong: Summer, Winter, Autumn, Spring. 

6 Capitalize the official titles of political, commercial, 
and industrial organizations or institutions: 

National Society for Testing Materials. 

Engineering Society of America. 

National Association of Corporation Training. 

American Federation of Labor. ^ 

7 Capitalize the first word of a quoted speech. 



Capitalization 


97 


8 The first words following WHEREAS and RE¬ 
SOLVED should be capitalized in resolutions. 

9 Capitalize dear when it is the first word in the saluta¬ 
tion, but not when it is the second word. 

Guard against the general tendency to use too 

MANY CAPITALS. 


There is not an hour of life but 
is trembling with destinies — 
not a moment of which , once 
past , the appointed work can 
ever be done again , or the 
neglected blow struck on the 
cold iron . 

— Ruskin. 









98 


Making Letters Talk Business 


THE TYPEWRITER 

Every transcriber should be familiar with the many 
time-saving devices on the typewriter. Don’t set the 
carriage by hand when writing the date and complimentary 
close. Use the tabular key and save time. If you have 
indenting or tabular work to do, use the tabular key. 

To center attractively, you must know how to use the 
centering scale. Get an instruction book which explains 
the mechanism of the typewriter you use, and learn the 
many time-saving devices your typewriter provides. 

It is your responsibility to see that the typewriter is 
free from dust and that the wearing parts are oiled. There 
have been many repair cases where the only trouble was 
neglect on the part of the typist to dust and oil the type¬ 
writer. Use a brush to clean the parts under the carriage. 
The type must be cleaned frequently or they become 
blurred. Remove dirt from the letters a, e , o, 6, d, or any 
other letter not giving a clear print. Do not use a ribbon 
when it fails to give a perfectly clear print. 

ACCURACY vs. SPEED 

Above all else— be accurate. The transcript that is 
accurate can be signed without a word-for-word reading. 
And that is the kind of transcript that gladdens the heart 
of the dictator. 

Have speed? Yes. But not at the expense of accuracy. 
Many stenographers get the speed craze. They forget 
quality. The clatter of the typewriter seems to lure them 
into a frenzy of pounding out letters. They grow tired in 
their own cloud of hurry and hustle—and accomplish noth¬ 
ing. be accurate first, and then work for speed. 

Study your desk arrangement. Analyze the movements 
you go through in doing your work. Then make all move¬ 
ments work toward a maximum production with a minimum 
effort. 




Mechanical Quality 


99 


MECHANICAL QUALITY 

You are judged by the quality of your work. No one 
can afford to send out a letter that has deep erasures, one 
letter piled on another, finger smudges, ragged margins, un¬ 
even spacing, dirty type, and last but not least, a page that 
is puncturated rather than punctuated. 

MECHANICAL EMPHASIS 

Mechanical emphasis is a powerful way of bringing cer¬ 
tain things to the attention of the reader. The one thing 
to remember, however, is that mechanical emphasis should 
be used sparingly; otherwise the effect is lost. Underlining, 
CAPITALS, “quotation marks,” spacing between 
letters, and connecting-words-by-hyphens are the most 
commonly used means of mechanical emphasis. 

SPACING 

Space twice after a punctuation mark ending a sentence. 
Space twice after a colon (:). After a period following an 
abbreviation or initial, and after a semicolon (;), space 
once. Space once after a comma. Do not strike the period 
and comma too hard or they will puncture the paper. 

MARGINS 

Nothing adds more to the good appearance of a letter 
than even, well-balanced margins. On the other hand, noth¬ 
ing mars a letter so much as ragged, uneven margins. 

By placing a small pencil dot in the margin of the page 
near the bottom, you set a signal which warns you not to 
crowd the bottom margin. Leave a bottom margin at least 
an inch wide below the signature. 

TITLES 

Custom requires that some title be used in connection 
with individual names. The commonest titles are: Mrs., 
Miss, Mr., Dr., Hon., Rev., Prof. Miss is not an abbrevia¬ 
tion. Esq. (Esquire) is written after the name. It is 




100 


Making Letters Talk Business 


equivalent to Mr. and is used very little in this country; in 
the British Empire, however, Esq. is preferred. 

In case you do not know whether to use the title Miss 
or Mrs., use Miss. 

Do not double titles, nor use initials to indicate a degree 
when the degree is suggested by the title. 

Right: Mr. Charles A. Watson, or Charles A. Watson, Esq. 

Right: Dr. Walter S. Murphy, or Walter S. Murphy, M. D. 

Right: Rev. C. C. Finey, or Reverend Mr. Finey. 

The higher governmental titles are: 

President of the United States. The President . 

Cabinet Officers. Honorable. 

Senators. Senator or Honorable. 

Congressmen. Honorable. 

Governors of States. His Excellency or Honorable. 

Mayors. His Honor or Honorable. 

Other Public Officials. Honorable. 

When a title consists of more than two words, it may be 
written on a separate line. 

Messrs, is the title that should be used when addressing 
men who are associated in a partnership. It is just as wrong 
to omit Messrs, when writing to Messrs. Thompson & Wade 
as it is wrong to omit Mr. when writing to Mr. A . W. 
Brewer. Messrs, is used when the idea of personality pre¬ 
dominates; as in, Messrs. Charles W. Dunn & Company; 
Messrs. Fordney & Son; Messrs. Johnson Bros. 

It is wrong to use Messrs, when writing to such corpora¬ 
tions as The United States Steel Corporation; Pennsylvania 
Railway Company; The Proctor & Gamble Company; Armour 
Grain Company. These are legal titles and the idea of 
personality is not prominent. 

THE INSIDE ADDRESS 

The better usage is to include the complete mailing ad¬ 
dress when writing the inside address; as. 

Right: The Johnson Manufacturing Company 
250 Grand River Avenue 
Detroit, Michigan 










Salutations 


101 


Right: Mr. Charles W. Anderson, President 
The Jones Metal Products Company 
Lincoln Square & Broadway 
Lincoln, Nebraska 


SALUTATIONS 


Dear Sir: 

My dear Sir: 

Dear Mr. Jones: 

My dear Mr. Jones: 
Dear Miss Smith: 


My dear Miss Smith: 
Gentlemen: 

Dear Madam: 

My dear Madam: 
Ladies: 


SECOND SHEET 

Whenever a second sheet is necessary, write the name of 
the addressee at the top of the page, also the number of 
the page; e. g., Mr. Joseph W. Smith 2. On the second 
sheet, the date is written 8/10/24. Have at least three lines 
of typewriting on the second sheet before the complimentary 
close . 


COMPLIMENTARY CLOSINGS 


Very truly yours 
Yours very truly 
Truly yours 
Yours truly 
Sincerely yours 
Yours sincerely 


Respectfully yours 
Yours respectfully 
Cordially yours 
Yours cordially 
Faithfully yours 


ENCLOSURES 

Calling the reader’s attention to an enclosure that has 
not been enclosed is an unpardonable blunder in letter¬ 
writing. Nothing is more exasperating. 

Whenever an enclosure is made, it should be referred to 
in the body of the letter. At the end of the letter, write 
the word Enclosure, and, if more than one enclosure is 
made, indicate the number; as, “3 Enclosures.” This prac¬ 
tice serves as a warning to those who prepare the outgoing 
mail. 



102 


Making Letters Talk Business 


FOLDING LETTERS 

Courtesy requires a letter to be folded so that the 
receiver will be able to remove the letter easily. The read¬ 
ing matter should unfold ready for reading; it should not 
be upside down. To fold a letter to fit the small sized 
ARMCO envelope, fold it so that the bottom edge is about 
a half inch from the top edge, and crease. Then fold the 
right side of the page a little more than one-third of the 
space, leaving less than one-third for the last fold, which is 
from the left. The free edge of the letter should be toward 
you when it is placed in the envelope. 

For the large sized ARMCO envelope, fold from the 
bottom a little more than one-third of the way up, leaving 
less than one-third of the page to be folded down from the 
top of the sheet. The free edge of this folded sheet, also, 
should face you in placing it in the envelope. 


“He who goes down into the 
battle of life giving a smile for 
every frown , a cheery word for 
every cross one , and lending a 
helping hand to the unfortu¬ 
nate , is after all , the best of 
missionaries ” 








Directing Mail 


103 


DIRECTING MAIL 

If you find it difficult to direct mail attractively, place 
a small pencil dot on the envelope before it is inserted in 
the typewriter, this dot to indicate the correct starting 
point. This practice assures neatness. 

Don’t use “City” when directing local mail. The 
postal address should be complete enough to guar¬ 
antee a speedy delivery of the mail. Failure to add 
house number or name of street or avenue, is unwar¬ 
ranted carelessness. 

More than 20,000,000 letters reach the dead letter office each 
year because they are so incorrectly and improperly addressed 
that they can not be delivered to the addressee nor returned to 
the sender. 

These letters last year contained checks, money orders, and 
currency of the face value of more than a million dollars. But 
that is not all. The losses to business men because of failure 
properly to address these letters must be incalculable. 

From an address to Direct Mail Advertising Association by 
Honorable J . C. Koons 
First Assistant Postmaster General . 


ATTACHING STAMP 

The stamp should go in the upper right-hand corner, 
right side up, with edges parallel to the edges of the envelope. 
There is only one place to put a stamp—put it there. 



104 


Making Letters Talk Business 


Make-up of Outside Letter 


The American Rolling Mill Co. 


MIDDLETOWN, OHIO 



May 28, 1921 


Mr. Robert W. Bronson 
Instructor in Typewriting 
Cass Technical High School 
Detroit, Michigan 

Dear Mr. Bronson: 

Like any other letter, the single paragraph letter 
should be well-centered; therefore, it should have 
deeper margins. The writing is slightly above the 
mathematical center, the natural reading point. 
Quality of typing, perfect spelling, grammatical 
correctness, punctuation that does not destroy the 
sense - these points the reader is quick to notice; 
but the first impression is determined by the 
general appearanoe of the page. 


Yours very truly 


THE AMERICA!! ROL! 


Correspondence Auviddi 



Sherman Perry 
HSP 




Make-Up 


105 


Make-up of Outside Letter 


The American Rolling Mill Co. 


Middletown, oiiio 



December 18, 1921 


Home and District Offices 
The American Rolling Mill Co. 

Middletown, Ohio, end Everywhere 

Attention of Correspondents 

Gentlemen: 

ARMCO correspondence should be distinctive in its 
appearanoe - it should be correot, neat, attractive, 
economical. Rather than have a mixture of many 
styles - one today, but another tomorrow - we should 
be consistent by following an ALL ARMCO arrangement. 

Study the arrangement of this form: the location of 
the date approximately in line with the right-hand 
margin, and half-way between the letterhead and the 
inside address; the three-line inside address; 
necessary punctuation; the emphatic location of 
Attention, which requires no underscoring; the 
convenient and attractive blook paragraph; the type 
signature. 

It goes without saying that the best letters are 
those that do not have oddities of display. Good 
letters have an unobtrusive display that induces 
the reader to read, rather than to observe the 
make-up. 


Youtb very truly 



Correspondence Adviser 


Sherman Perry 
HSP 








106 


Making Letters Talk Business 


Make-up of Interplant Letter 


QUALITY-SERVICE” 



Middletown, Ohio. 


March 7, 1921 


To: 


Promt 


Sherman Perry 
Stenographers and Typists 


Subject: Form of Interplant Letters 


Interplant letters are written on a special form. The type 
signature of the correspondent is always at the top of the 
letter after From; therefore a type signature at the end is 
unnecessary. The salutation and complimentary olose are 
omitted. 

Like other letters, the interplant letters should be easy to 
read. Notice the difference between a jumbled arrangement of 
items and one that is tabulated. 

Hard to read: 

I 

If you will look at this customer's orders you will find that 
there are 66 sheets still due against their C1942, our 1047-98 B, 
82 sheets still due against their C1944, our 1047-100 B, 165 
sheets due against their B1945, our 1047-101, and on their C1946, 
our 1047-102 B, there are still 49 sheets due. 

Easy to read: 

You will find that there are still due against: 


C 1942 
C 1944 
B 1945 
C 1946 


Our 1047-98 B 
" 1047-100 B 

" 1047-101 


66 sheets 


82 " 
165 " 

49 " 


1047-102 3 


Remember that the form of the interplant letter is important. 
See that it has an atmosphere of quality, the same as outside 


letters 



SP HSP 












Make-Up 


107 


Make-up of Interplant Letter 


QUALITY-SERVICE” 



Middletown, Ohio. 


Maroh 2, 1921 


Prom: 


Sherman Perry 
Correspondents and Typists 


To- 


Subjeot: Standardization of ARMCO Letter Form 


With this letter I am sending copies of forms that the typist 
should follow. It is highly important that every effort be 
made to individualize ARMCO letters. Svery newspaper has a 
style-sheet that is consistent. Business firms are beginning 
to recognize the value of suoh practice, and to see that the 
make-up of their letters is uniform. 

Letter-style depends upon: 


1. The ability of the stenographer or 
typist to estimate the space that 
the letter will require. 

2. The extent to whioh the diotator 
indicates the length of letters 
and necessary corrections when 
using the dictaphone. 

3. The degree of appreciation of the 
fact by both the dictator and the 
typist that it takes teamwork to 
turn out effective letters. 


Use the half-page interplant form when writing short letters to 
members of the organization. Check your work. Correct punotuation, 
correct spelling, oorrect word usage, correct transcription (not an 



SP HSP 












108 


Making Letters Talk Business 


Directing Letters 


Alter b Deyt Return |o 

THE AMERICAN ROLUNC MILL CO 

751 Curtia Avenue 

MIDDLETOWN. OHIO 



The Johnson Manufacturing Company 

250 Grand River Avenue 

Detroit, Miohigan 


The post office is not a 
centjstamp equivalent to a 

detective agency, nor is a two- 
search warrant. 


Alter 5 D*y» Return to 

THE AMERICAN ROLUNC MILL CO. 

751 Curlia Avenue 
MIDDLETOWN. OHIO 


Ur. Charles W. Anderson, President 
The Jones,Uetal Products Company 
Lincoln Square & Broadway 
Linooln, Nebraska 


Always use three or more lines. A neatly directed en¬ 
velope is highly important. 












Words Frequently Misspelled 


109 


WORDS FREQUENTLY MISSPELLED 

Although a misspelled word is a serious error, mastery of 
spelling is unknown; there are always pitfalls. Eternal 
diligence is the price of dependable spelling. One may 
learn rules and rules for spelling, but they afford little help. 
Rules contain such qualifications as “usually” and “general¬ 
ly,” and at the end of a rule we find a list of exceptions. We 
learn to swim by swimming, to walk by walking; likewise 
we learn to spell by spelling. 


Rather than learn rules, try this plan: 

1 Look at the word. Get an eye image, an 

eye pattern. 

2 Pronounce it aloud; spell it aloud. Get an 

ear pattern of the word. 

3 Write it many times. Get a motion pattern. 

The combination of eye, ear, and hand will give you three 
complete patterns of the word; then when a word is mis¬ 
spelled you will find that it doesn’t look right; it doesn’t 
sound right; it doesn’t have rhythm; the pattern is marred. 
Whenever you find such a word, list it for frequent study. 
Get the dictionary habit. Doubt your spelling. Look up 
words. Master the words yqp look up. 



110 


Making Letters Talk Business 


Words Frequently Misspelled 

Together with Gregg Shorthand Outlines, Syllable 
Division, Primary ( f ) and Secondary ( n ) Accents. 


y ab bre"vi a*tion 
ab"sen tee 1 
ab"sen tee*ism 
L, abstract 
^ ab sard* 

0 a bun*dant 

ac eel’er ate 
cr$ ^ ac cel"er a'tion 
ac cept T 
ac cept'a ble 
^ ac cept*ance 


^7 


ac ces'si ble 


ac ces'so nes 


^ ac”ci den*tal ly 
ac com 1 mo date 


ac cord ? ance 
y ac count T ant 
ac cruling 
—-ac cu'mu late 

-ac cu'mu la tive 

ac*cu ra cy 
try ac cus'tom 



—- ac knowl'edg ment 
ac quaint T ed 
ac quire*ment 
a cross* 
ad den*dum 
ad dressed* 
ad ja'cent 

-f ad min”is tra*tion 
ad mis'si ble 
~ad ver'tise ment 
qJ, ad vi* so ry 
'ag'ate line 

0 ) 

^ ag*gra vate 
ag*gre gate 


a gree * a ble 


■/ 

Q_y> al lege* 

al'lo cate 
2 —<y al lot*ment 
(2^v al lot*ted 

all right (two words) 
• • * • • al'ter 
^ al"to geth'er 






Words Frequently Misspelled 


111 




al 1 ways 

am big'u ous 

A mer"i can i za'tion 



( an tio'i pate 




anx i f e ty 
ap"pa ra'tus 
<^r ap pear*ance 

<&~r ap pli'ance 

ap pren'tice 
ap pro'pri ate 
C ap prox’i mate ly 
<2^ ar'bi tra ry 
cy ar f bi tra'tion 
^/° arch 

ar*ohi teot 

—i ar'gu ment 

op a ris'ing 
oj? ar range 1 

qjp ar range'ment 


QCD 

V 

£3 

S>" 

<9 

- 



<^7 



<$L~ 


jc 

i 

c 

r 



ar riv'al 
ar n ti fi'cial 
as oend* 
as"oer tain* 
ae sem'ble 
as sem'bling 
as*sets 
as sim 1 ! late 
ath'lete 
ath let*io 
au'di enoe 
au* to 

aux il'ia ry 
a vail*a ble 
av'er age 
awk 1 ward 
ax’i al 
B 

balance 
bank *ing 
based 
be com 1 ing 
beg*ging 
be gin’ning 
be liove 1 
be liev’ing 
be nef*i cent 








112 


Making Letters Talk Business 


£ 


ben"e fi*cial 
ben"e fi T oi a ry 


ben*e fit 
b©n*e fitted 
^ be nev*o leno© 
blam*a ble 
bound*a ries 
breadth 
breakage 
bril*liant 
: Brit'ain 
build*ing 
buoy*an oy 
bu*r©au 
f busi’ness 
^ bus * y 
C 

—; cal*ou lat n ing machine 

can’celed 
oan"cel la'tion 
can* t 

^ ca'pa ble 
oat*e na ry 
~ c©r*tain 


n 


cer tif*i cat© 
/ ohang©*a bl© 

/ ohang *ing 


char*ao ter analysis 
char n ao ter is'tic 
/ charge*a ble 
^ ohauf"feur* 
y choose 
{ chose 
£ cho * sen 
ohute 

cir cu’i tous 
cir*cu lar 
clas"si fi ca*tion 






olas*si fy 


/ 


"V 

co"in oid©* 
col lat’er al 
ool li'sion 

- col *umn 

oom'bat ing 
com*ing 
oom mis*sion 
com mit*tee 
com mod’i ties 
com mu n ni ca*tion methods 
com par*a tire 
oom pel* 

> com pelled* 

oom"pen sa*tion 
com*pe tent 






Words Frequently Misspelled 


113 


com po’nent 

'Z 


com"pre hen'si ble, 
com"pre hen'sive 
com"pu ta'tion 
^^con cede* 
oon ced'ing 


? 


con ceiv'a ble 




o2. 


con ceive* 
con'cen trate 
con cil"i a'tion 
con ferred' 


3 

^7 

'Z 



con nee’tion 
con 1 science 
con M soi en’tious 
con 1 scious 
con sen'sus 
con'se quent ly 
con sid'ered 
con n sign ee* 
con sist'en cy 
con sol n i da'tion 
con stit'u ents 
con"sti tu'tion 
con* sul 

con tin'gen cies 
con tin'u ous 



r 


-r 


contour” 
oon'traot 
con trol' 
con trolled 1 
con vec’tion 
con ven’ienoe 
con ven'ient 
co op'er ate 
co op'er a tive 
co or'di nate 
cor"re la’tion 
cor rob'o rate 
coun'cil 
coun'sel 
conn’try 
cour'te ous 
cour f te ous ly 
cour'te sy 
Cray'on 
cred'i ble 
crev'ice 
cri te'ri on 
crit'i cism 
crit'i cize 
cyl'in der 
cy'press 



114 


Making Letters Talk Business 



Of de fen'.si tie 
^2 de ferred' 

(^ de fi'cient 
7^! de fin'a tie 
72 def 1 i nite 

del M e te'ri ous 
de lifer a'tion 
del'ug ing 
de"mar ca'tion 
de mur 1 rage 
^ ^de nom’i na"tor 
de pend'a tie 
de pre"ci a'tion 



//’de range' 
de rived' 
de scend' 
de scribe' 
de scrip' tion 
^ de sir'a ble 
de spair' 


des'per ate 
des n ti na'tion 
de stroy' 

'Zj? de te'ri o rate 
7L- de vel'op 
<^P de vice 1 
fp de vise' 

di ag'o nal 
di'a gram 
differ ence 
differ en'tial 
• dig'ging 
di lap'i daf'ed 
di men 1 sion 
dis"ap pear' 
dis n ap point' 
dis"ap prov'al 


^ 2 - 

a 


5. 


dis”a vow'al 
die cern'i tie 
^ dis'oi pline 

dis cour'age ment 
dis ease' 
dis sat'is fied 
dis sim"i lar’i ty 
dis'si pate 
dis tine'tion 
dis tin'guish 




P dis trib'ute 




Words Frequently Misspelled 


115 




/ 




/ 





dis"tri bu'tion 

- 

en tan f gle ment 

dis trib'u tor 

Cr 

en*ter prise 

dis* trict 


en'vi a tie 

di vide* 

('^-^''e^qui dis'tant 

don* t 


e"qui lit'ri urn 

drudg'er y 

*v- 

e quipped' 

du'pli cate 


er ro'ne ous 

dys pep'si a 


er*ror 

E 

/ 

es pe'cial ly 

e*’co nom*i cal 


es sen’tial 

e con’o mies 

f 

ex ag'ger ate 

ef fec*tive ness 


ex'cel lent 

ef fi'cien cy 

L* 

ex oep'tion al 

eighth 

y 

ex eo'u tive 

el'e gant 

i 

ex haust' 

el**i gi hil’i ty 

? 

<9 

ex ist'ence 

_e lim’ i nate 


ex or'ti tant 

-e lu*ci date 

£*> 

ex'pe dite 

em tar'go 

c 

ex pense' 

em tar * rass 

i 

ex pe'ri ence 

e mer'gen cy 


ex"pla na’tion 

em"i gra'tion 


ex'port 

em'i nent 

9^ 

ex traor'di na ry 

em ploy ee* 


ex trav'a ganoe 


en cour'age merit 
_^y en cour'ag ing 
en deav'or 
en large*ment 


fa oil*i tate 
^— fa mil*iar 
far'thest 



116 


Making Letters Talk Business 


4* 

fas'ci nate 

/ 

fea'si hie 

k 

Feb'ru a ry 


fi'er y 

/ 

fifth 


fi'nal ly 

fin"an cier' 


fi nanc*ing 

A 

fine ’ ly 


fis' cal 


flex'i ble 

luc ' tu ate 

2 

for'eign 

2> 

for'eign er 

2 _ 

fore'man 

y 

fore see* 

X 

for'feit 

2 —&> 

for'mer ly 

X 

forth 

2*> 

for'ty 

j 

four 

X 

fourth 

4, 

fran'ti cal ly 


fra ter'ni ty 


fraught 


friend 

y 

ful fill 1 


—fun”da men'tal 
nic f u lar 
Je furthest 
G 



gage or gauge 
gen'er al 
gen'er al ly 
ge ra'ni um 
girt 

gov'em ment 
gov'er nor 
gram *mar 
griev'ance 
gross 

guar”an tee* 
guar"an teed* 
guar r an ty 
guard 
guess 
guidance 


H 



haul 
hav'ing 
heal 1 ing 
height 

hes'i tan cy 
ho'ly 




Words Frequently Misspelled 


117 


t 

/' 





hop 1 ing 
huge 

hu'mor ous 
hundredths 
hur'ried ly 
hy'gi ene 
hy"gi en'ic 


I 


i den'ti cal 


^7 i den"ti fi ca'tion 
il leg* i hie , 




^7 


Zs 



in) ag' i na ry 
ira'i ta tive 
iro me'di ate ly 
im M mi gra’tion 
im'mi nent 
im pos"si bil'i ty 
im promp'tu 
in cen'tive 
in"ci den'tal ly 
in'ci dents 

i 

in cip'i ent 
in"com pat'i hie 
in ,f con cei-v'a hie 
in cred'u lous 
in del'i ble 





^7 


- 


7 



—-3> 



/ 

/ 

./? 

s' 
2 .■ 


in"de pend'enoe 
in"de scrih T a hie 
in"de struct*i hie 
in"dis creet* 
in"dis pen*sa hie 
in”di vid*u al 
in dorse'ment 
in duce* 
in duce*ment 
in dus*tri al 
in n ex cus*a hie 
in*fi nite 
in*flu ence 
in fringe'ment 
in i'ti a tive 
in quir'y 
in"spi ra'tion al 
in tact* 
in'te gral 
in"tel lec'tu al 
in tel'li gence 
in tel'li gi hie 
in ten'tion al ly 
in"ter cede' 
in"ter fere' 
in'ter state" 



118 


Making Letters Talk Business 


7 

z. 


A 

/ 

7 


yz 


7 


r 


in"tra state* 
in n vi ta'tion 
in'voice 
ir rel'e vant 
ir n re sist'i ble 
i’so late 
J 

jet*ti son 
judg'ment 
jux"ta po si'tion 
K 

knowledge 

L 

lab'o ra to ry 

lac M er a'tion 

laid 

lat'er 

lat*ter 

lead 

led (past tense) 
leg"is la 1 tion 
let*ter head” 
li*a ble 
li"ai"8on* 
like'ly 
lin'e ar 



7 man’age ment 
raan’i fest 

_ man'u al 

man M u fac’tur er 

v—— 

— many 

Mas n sa chu'setts 
9 S' master sheet 
^ ma te'ri al 
-<2 math"e mat'ics 
—^ meant 

meas'ur a ble 
f me s'sen ger 
—^"min'i a ture 

- min'i mum 

-^ min’utes 

—g^_£jnis"cel la'ne ous 
mis'chie vous 


”7 








Words Frequently Misspelled 


119 


Mis n sis sip'pi 
mis spelled* 
mix*ing 
/^mo men* turn 
H’mon’e ta ry 
^ mon 1 i tor 



nine * ti eth 
nine*ty 


-&>-r ninth 

—^ no*men cla"ture 
no'tice a ble 
now'a days” 
nui* sance 
nu*mer a M tor 


<L, o blige' 
ob lique' 
f ob'sta cle 
ob*vi ate 
^ oc oa'sion 

oc ca'sion al ly 

/ 

*— oc cur' 

--- oc curred* 

^~^oc cur’rence 
oc cur'ring 
of'fi cers 
2. often 

___ o mission 

t __ o mit'ted 

frp op'er at M ing 
<^p^-op'er a”tor 
£ o pin'ion 
& op”por tu*ni ty 
fro op"ti mis'tic 






120 


Making Letters Talk Business 


or f di nance 
or’di nate 

^—> or"gan i za’tion 
o"ri en ta'tion 
o rig’i nal 
out ra’geous 
o"ver run* 

P 


r 


r 

£ 

/ 

L 

4 

c 

^_ 

Cs* 

4 


paid 

pam'phlet 
par'al lei 
par tic'i pate 
par tic'u lar 
par tic'u lar ly 
part'ner 
pas*sen ger 
pas*time" 
peace'a ble 
pe cul'iar 
peer 
pen’cil 
pend’en cy 
pen’e trate 
per ceive’ 


<4 


per cep’tion 
per’emp to ry 


C, per fom' 

p per leaps’ 

£^^>pe’ T ri od’i cal ly 

^-per'ma nent 

per mis * si ble 


C, per"se ver’ance 
per sist’ent 
(L, per*son al 

per’’spi ra’tion 
C ^ per suede' 

£4— per tain* 

<4^ per vade* 

(, ^ pes 1 si mist 

pes"si mis’tic 
oX c> r pha'lanx 
-sL ——phe nom'e na 
Phoe’nix 
^ phys’i cal 
C planned 
pla teau* 

C ^ pleas’ant 
<0^ pol’’i ti’cian 
pol’i tics 
lute' 



4 



pos ses'sion 
pos”si bil'i ty 



Words^Frequently^Misspelled 


121 


f pos'si ble 
£ pos’si bly 
d-, prac'ti cal ly 
ds practice 
Gzj> prai'rie 
Cg pre cede 1 
Cf previous 
•re diet 1 


£ 

9 


£ 


prefer ence 


<d> pre ferred' 


(y? prej’u dice 


d, prej"u di’cial 


C* prep n a ra'tion 


/ 

d^ pre par’a to ry 

S' 

<g* pre pay* 

c. 

Cz^ -- pre rog’a tive 

d 

d^ pres tige* 

$ 

pre sum*a bly 

d^ 

prev'a lent 


df? prices 

d 

d*-d^) prim'i tive 


<d> priv'i lege 


d prob* a bly 


c 

d^ pro ce'dure 


Q pro ceed’ing 


dyf prod’i gy 



prof 1 fered 
pro fes’sion 
prof it 
pro fuse’ly 
pro gres’sive 
’pro n hi bi*tion 
prom*is so ry 
prop’er ties 
pro por'tion 
pro por ? tion al 
pro T rate” 
pros’e cute 
pro tec'tion 
prove 

psy chol'o gy 
pub lie 'i ty 
pur'chase 
pu’ri ty 
pur sue’ 
put’ting 
Q 

qual’i ty 
quan’ti ty 
qui es’cent 
quiet 
quite 



122 


Making Letters Talk Business 



re mu"ner a f tion 
rep"e ti'tion 
re plies* 

rep"re sent*a tive 
re sist'ance 
re spect'ful. 1 y 
re spec'tive ly 
re spon n si bil'i ty 




•Z? 

r 

% 

— 

D 
T 

res * tau rant 
res n to ra*tion 
re treat'ing 
re vised' 
ri dic'u lous 
right'eous 
round 
S 

% safe'ty 
sal'a ble 
sched'ule 
sci'ence 
screech 
4 seize 
sense 

^ sep'a rate 

serv'ice a ble 
^ sev'er al 






Words Frequently Misspelled 


123 


/ 

*4 


sew*age 
sew'er age 
shar'ing 



■XT'* 

stat'ue 


stat'ure 


stat’ute 

r 

stop 

£■ 

stopped 

r. 

stop'ping 


sto* ries 


straight 


strat'a gem 


stren'u ous 


stretch 


strict'ly 


sub nor'mal 


sub stan'ti ate 

■*7 

suo cess'ful 

-*7 

sue ces’sion 


suf fi'cient 


sum'ma rize 


su’’per fi’cial 

7" 

su n per in tend'ent 

sup”pie men'ta ry 

A 

sure 

<%> 

sur prise’ 

/ 

-r 

sus pense' 


sus pi f cion 


sway 



124 


Making Letters Talk Business 


V 

S' 

£ 

*-2. 

— 

'f 

■*-<? 

9 

J? 

rfTr 


y^Z. -" 




r 

S’ 


syl f la ble 
sym'bols 
sym met'ri cal 
sym met'ri cal ly 
T 

tan'gi ble 
tare 

tel'e phone 
tern’per a ment 
tero'per a ture 
tem'po ra ri ly 
te na*clous ly 
tend'en cy 
ter"mi na’tion 
the n o ret'i cal 
they’re (they are) 
thor 1 ough 
thou 1 sandth 
through 
till 

to geth'er 

tow'el 

trace'a ble 

trade ac cept'ance 

traffic 

tran quil'li ty 


J trans ferred’ 
trans late’ 

S trans"por ta'tion 
trans verse 1 
trav'el ing 
/y? treach'er ous 
treas'ur er 


—y'tre men'dous 
tries 
tri'ple 

^^^trip'li cate 
^ 7 ^ triv’i al 
trou’ble 
tru'ly 

<7 Tues'day 
^ tum'o"ver 
^ typ'i cal 
U 

ul'ti mate 
u nan’i mous 
un doubt'ed ly 
u ' n i form"ly 
u"ni ver'sal ly 
un til* 
p us'a ble 
us' ing 


y 




Words Frequently Misspelled 


125 


7 

u f 3U al ly 

V 


va'can cy 


va”ri a’tion 

& 

va ri T e ty 


ve loc’i ty 

X- 

ven”ti la’tion 


ver nac'u lar 


vet’er i na ry 

ft 

vice 

7^ 

vig'i lance 

Js 

vi gnette* 


vi se f (ve-za) 

vis'i hie 

W 

7 

waive 


ware 1 house” 


war 1 rant 


wast 1 ing 

& 

way’bill” 


wear 

P~ 

weath'er 


Wednes'day 


week 


weight 


weird 







we1 T come 
welfare” 
wheth T er 
whole 
whol’ly 
whose 
wir ? y 
with in* 
with out 1 
world 
writ 1 ing 
writ'ten 
Y 

yield 

Z 

zeal 

zeal'ous 
zig'zag" 



126 


Making Letters Talk Business 


Armco*'V ocabulary 


at) ration test 
ab scis’sa and or f di nate 
ab sorp f tion 
a but'ment 
a but'ting 
ac'e tate 
a ce’tic 
a cet r y lene gas 
a cet'y lene welder 
ac' id 

a cid'i fy 
ad*am ite roll 
ad he* sion 

ad"i a bat’io compression 
a e'ri al 
af fin'i ty 
ag'ing tests 
al’co hoi 
al'ka li 
al'ka line 
al'li ga”tor shears 
al”lo trop'ic 
al loy' coated 
cloth 


al f pha 


a lu'mi na 


r*—al ,T u min T i urn 
O _ a lu'mi num 
a lun'dum 
am'me"ter 

am"mo ni f a cal solution 
mor'phous powder 
am pere' 



°7 

jr a nal'y sis 
an"a lyt f i cal 
crQ—Z* an*a lyze 

an hy'dride 

—<'p an neal'ing cover 
crc/ an'ode 

an'thra cite 
^ an t ti-flu n o res'cence 
2—c an'ti mo ny 


^ a poth'e ca ries weight 
ap”pa ra'tus 
&<L^^apron plate 

& _ 7 a’que ous solution 

Q —> arc 

ar M gil la'ceous rock 








Armco Vocabulary 


127 


CL -^ 

ar*ma ture 



ar’se nic 



ar se*ni ous 


of 

Ar te*sian 


/ 

as bes'tos 


<5- 

as*pi rin 


<r~ 

at* om 



a tom’ic 



aus'ten ite 


T 

auto body 


z 

au tog*e nous 



au'*to mat*i cal 

iy 


av”oir du pois* 

weight 


axles 



^—-^BaVbitt metal 
back'lash" 


back-wall 

baf’fle 


a. 

4 

fe^^bar crops 

dsQ bar"o metric pressure 


bar'rel 
£ base 

bas*io 
cf bath 
(f bat'ten 


JL beak ! er 
d t bear 1 ing 
d? beaume 

Bes'se mer 
J<? be*ta 
d bil*let butt 
ds' bil'let 



roller 
C bit"u mas*tic 
d? bi tu'mi nous 
dg blast 

bleeder rod 
bleeder stack 
Cdd bleeder valve 

6 


4l_ 
<L. - 
C-~<f 

c. 

c,. 

41 

<4 

< 

44 - 


blis* ter 
bloom 

blooming mill 

blow'hole" 

blowing in 

blow-out 

blue an neal* 

blu*ing 

boom 

bor*ing 

bosh 

bot'tom maker 



128 


Making Letters Talk Business 



bot’tom plate 


bow socket 


box anneal 

0. 

brae'ing 


brake 

£r* - 

brake'man 

s' 

brass seat 

C- 

break 


breaker block 

c 

breast 

c 

breeze 

44 t £^ brick pallet 

9 

bridge 


Brinell test 

^—' 

brit’ tie 


buck 1 led 


buck 1 stay” 


bulk’head” 


bull gear 


bull'heads” 


bull wheel 

4 

bump 1 er 

4 

bump'ing 

4 

bun’dle 

C- 

bur’den 

44 

bu rette’ 


C burnt 
^ bush'el ing 
(f bush 1 ing 
C bus 1 tie 

’ butterfly valve 
button head 
<4butt weld 
^ by*-pass'’ 

by 1 -prod"uot 




Armco Vocabulary 


129 


car"bon i za'tion 
car"bo run'dum 

car'boy 

G 

car'bu ret"or 

Cj^ — 

^ car"bu ri za'tion 
^ ? < p^‘case ? hard"en 
^ cas'ing 

^__ Cas T lon 

^ cas T se role 
^ cast'ing 
catch f er 
cath'ode 

** -^ce ment 1 

^^ ce ment'ite 
cen'ti grade 
=^-^> cen’ti me"ter 

j- 

S cen trif'u gal 


t/-y cham' fer 
^^ chan'nel 
chap'let 
char'coal" iron 
^ charging 

Y chas'sis 

chat'ter mark 
><- check'er brick 

^ check'er chamber 



- &— 


Chel 1 ten ham 
chilled mill 
chlo'ride 
chord 
chord'al 
chrome iron ore 
—^— chro'mi urn 
<4-. chuck 

cin'der notch 
cin'der pot 
y cir cum'fer ence 
clam'shell" bucket 
streaks 

cleat 
<C^-cleav'age plane 
/ clev'is 

-u-clink'er 

close' mi 11 " 

__^w-coal mix'ture 

coat'ing 
^ co'bait 
^ cob'ble 
^7 co"ef fi'cient 
coffer dam" 
co he'sion 
coke bin 










130 


Making Letters Talk Business 


-*7 


coke breeze 
-z^^>coke oven gas 
coke plate 

_ s £s> cold bend 

cold blast main 
cold blast valve 
cold'necks" 
cold 1 -roll" 
cold'-rolled" strip 
cold'-short" 
col'lar 
col loi'dal 

^"-col' umn 

^ com bus*tion chamber 
^com'mu ta"tor 


" 2 - 



a 


con cen’tric 
con"due tiv'i ty 
con due'tor pipe 
con'duit bend 
con'i cal 
oon trol’ler 
con ver’sion 
con vert'er 
con vey'er 
cool'er 

; ^cool'ing bed 



cope 

cor'du roy” 

_ _ r core loss 

cor'nice 
cor rode* 

-y cor ro'sion 
cor’ru gate 
cor'ru gat"ed 
cor"ru ga’tion 
cor’ru ga"tor 
/ co se’eant 
00 tan 1 gent 
cot'ter pin 

< coun’ter sunk" head 

( cou’pling box 
• cowl 

crab cou’pling 
" cra’dle 

^crane run’way" 
crate 

—cre’o sote 
—z? crit’i cal range 
—^T"crit' i cal tem’per a 
—^ y crop end 

cross 'head" 


cross *o"ver 






Armco Vocabulary 


131 




cru T ci ble 
^^crys’tal de"bris' 
crys'tal line 
cul'vert 
cu'mu la tive 
cu T po la 
Cushing (type) 
cut' down” 
cut f -off" 
cut T -up” 
cy'a nide 
cloi'dal 
cyl'in der 
cy lin'dri cal 
D 

damper 
damp'ing down 
dead soft 
dec'i me"ter 
7 de flec’tion 
<<2de floc'cu late 
/2—y def"or ma'tion 
^ ^ j degas if y 

de hy'drat ed 
de"hy dra'tion 






'2 — J' 


d.ek'a me "ter 


del"i ques'cence 
de mag T net ize 
^ den'si ty 
dents 

de ox"i da'tion 
de ox'i dize 
de po'lar ize 
de po'lar iz"er 
des'ic ca fT tor 
^ De Vin'ne 

di"ag no'sis 
di am'e ter 
di am'e tral pitch 
— di'a phragm 
die 

die stamp 
differ en'tial 
dif fu'sion 
di lute* 
di ox'ide 
dip'per 

^ dis col'ored 
^ dished 
-^^,ycLis"in fect'ant 
^^^dis in'te grat"ed 
dis till'ate 




132 


Making Letters Talk Business 


( dis trib'u tor 
(77 dolly bar 
dol'o mite 
do mes'tic coke 
do mes’tic screens 
dou’ble 
dou’bler 
double up 

/% 3 __~down' com"er 
down spout 
YY draft 
Y^^~drag 


irag-down 
drag-in 

'drain gate 
draw’ ing 
f drill*ings 
dross 
zT^clross metal 
dry’ing 
due * tile 
—'due til’i ty 
/ ^ dum’my 
Y/ 7 dun’nage 

du’pli ca"tor 
du n ra bil’i ty 




-^v^dust catcher 

<_ydust shield 

^2 Dutch oven 

ly nSm * i C 

’na mo 
E 


7 




< 2 —^ 


Y 


JY 

r 




eave-trough 
ec cen’tric 
edg*ing 

ef’fer ves’cence 
ef”flo res’cence 
ef’flux 
ef fu’sion 
e"las tic’i ty 
e las’tic limit 
el’bow 

e leo’tri cal 
e lec’trode 
electro-galvanize 
e leo trol’y sis 
e lec*tro lyte 
e lec"tro ly*tic 
e lec”tro mag'net 
e lec"tro mo’tive 
e lec*tro type 
el lipse* 






Armco Vocabulary 


133 


el lip'soid 
e"lon ga'tion 

i_" emery wheel 

- en am T el ing 


^ en'gine 

en”gi neer 1 
C en'tro py 

ep M i cy’cloid 
e'qual iz M er 
• 2 -——» erg 
< 2-7 e ro'sion 
eu tec'toid 
e vap'o ra tive 


</ 


^ ^ ex pan* sion joint 
c /C _- 7 ex pan'sion loop 


^ fab'ri cate 

^ fab"ri ca'tion in transit 

— y 

Fah'ren he it 
fan fold 
c^ 2 -^ fan* tail" 

^ feath'er edge" 
feld 1 spar" 
oZ^ fend f er 
/—? fer"men ta'tion 
<>Z fer'ric oxide 



-Zip fer'rite 
2 fer"ro man'ga nese 

fer"ro phos’phor us 
fer"ro sil'i con 
fer f rous 
fer'rule 
fi f brous 
filler-rod 
fil'let 
fil'ter 
fin marks 
^ fin sheet 

on bars 
fire'bed" 

<*Z-. fir'ing 
^C-^fish'plate" 
fish'tail" 
fixed carbon 
Z —&2 flange 
<Zyf flash'ing 
flask 

'head" 
flat'ten 

<L~< flex"i bil'i ty 
^^^flex'ur al 
<^£_~ flex'ure 






134 


Making Letters Talk Business 




full cold-roll 
full pickled 
full’roll" 
fun’nel 
fur'nace coke 
fur'ni ture 







Armco Vocabulary 


135 


l ^ gra*di ent 
grained 
graph* i cal 
gra phit*ic carbon 
graph*ite 
grate 

'—if grease 
^-L f grease * man" 

'-zf & Grecian mag*ne site 
gril*‘lage 
grout 

^ 2 ? gud* geon 
y>^ c^"gus 1 set plate 
gyp* sum 
gy ra* tion 


^7 


gy*ro scope 
H 

head* er 


hearth jacket 
heavy metal 
<z__^ hel’i cal 

het"er o ge ne’i ty 
het"er o ge’ne ous 
^—j- hex'a gon 
d? high vol*a ti«le 


^ 2 > 

tz 


hollow roll 
ho"mo ge ne*i ty 
ho"mo ge'ne ous 


< 2 ? 


hood stock 
hop’per 
hor"i zon’tal 
'C hot bend 
hot necks 
hot*-roll" 
hot*-rolled" strip 
hot *-short" 
hot working 
hous'ing window 
hu mid*i ty 
hu'mi dor 
hy drau'lic 
hy"dro car*bon 
j?-^hy"dro chlo’rio acid 
hy"dro flu or’ic acid 







hy'dro gen 
hy drom*e ter 


s'o hy"dro stat’ic 
hy drox’ide 
^ hy per*bo la 
hy*'per bol'ic 





136 


Making Letters Talk Business 



X- 

4 









3 








hy"per-eu tec'toid 
hy'po 

hy”po cy'cloid 
hy"po-eu tec'toid 
hy poth'e sis 
hys"ter e'sis 
hyterapite cement 
I 

I-beam 

im'bri cat M ed 
im pinge* 
im"preg na'tion 
in"can des'cent 
inch weight 
in'di ca"tor 
in duc'tion 
in er'ti a 
in flam'ma ble 
in' got 
ingot butts 
in gre'di ent 
in spec’tion 
in'stru ment 
in Tl su la'tion 
in M ter crys'tal line 
in”ter gran'u lar 


-X in"ter me'di ate 
If in ter r sti ces 
in f vo lute 






i f on 


erf i"on i za'tion 
i rid'i urn 

7 

iron oxide 
iron runner 
i'sin glass 
i"so met'ric 
i”so ther’mal 




J 

jack 

Japan enamel 
jib crane 
joist 
joule 
jour'nal 
jump 
jump'er 
K 


7 


a meined 
->*- ka'o lin 
o .—j keep T er arc” 
^ ker'o sene" 




Armco Vocabulary 


137 



light’er 


limed 

lime’stone” 
lim’ing 

— 37 li’mo nite 
'—lin'er 

line’-up” 
lin’o type 
"lin’tel 
locker 

>”co mo'tive crane 
log’a rithm 
log”a rith'mic 
lon”gi tu’di nal 





long terne 
lou*ver 


7 


light*er age 
light oil 


low vol’a tile 
lu’bri cant 
lu"hri ca’tion 
^ lu”mi nes'cence 
lump' y 
M 

cxL MaoParland (type) 
mag’ne site 
7H_ mag ne'si um 
mag* net 
mag net’ic 




138 


Making Letters Talk Business 


Tt? mag'net ite 

mag’ net iz"ing 
'’make T -read”y 
mal'le a ble 
*man T drel 
man”ga nese 1 
man'i fold 
ma nip’u la”tor 
man 1 tel 
man tis T sa 
^-^mar'tin ite 
—^ mat 

match f er 
mat'ri ces 
^ ma’trix 
>c^ matted surface 

2_ max'i mum 

me chan’i cal 


-^7 mean ef fec’tive pressur( 


—^ me ’ di urn 
-—<_^ melt’er 
—y men"su ra’tion 
(C mer’chant bar 
—mesh 

-'^^^metal cased brick 
met"al lur’gi cal 


taet’al lur”gist 
me’ ter 
mi r ca 
mi’ca nite 
mi’cro graph 
mi crom'e ter 
—mi’cro scope 
mi”cro scop’ic 
-«^^mill cinder 
mil’li me"ter 
mill marks 
mill run 


-xx_-mill scale 
mi 11’wright” 

- mill warmers 
mi’ter 
'mod'u lus 

mois'ture ad just’ment 
mold 

mo lec’u lar 
mo lyb'de num 
~-^mo'ment of in er’ti a 
_ Monell process 
mon”o lith’ic 
mor’tise 


mo 'tor 




Armco Vocabulary 


139 




J 

7 


7 


^n_p multi graph 
_Q-^mu n ri at’ic acid 

o 

N 

3^ neu'tral 
__- nick'el 

ni'tro gen 

-Cf 

/ ni trog'e nous 
notch 
noz 1 zle 
nut coke 
0 

oc clud’ed 
ohm 

o paque' 
open anneal 
o’pen er 
£ s/ open station 
£ ^ open-surface 
op'ti cal 

or'ange-peel** bucket 
c/ r ' crr ord’nance 
ore bridge 
£ & os'cil late 

os'cil la to ry . 

2. _ r os'mose 

X-y os mo'sis 


j- 


t 


2 . 


9 


& & ox 1 a late 
^ ox"i da T tion 

ox"y a cet’y lene 
f ox'y gen 
P 

7 v__^ pack lifter 
paint 

'/ pair-heater 

pal'let 
—c=> pal*mar 
**■—" palm oil 
pan 1 el 

Jl pan head 

P a rab T o la 
par'af fin 

f _ par'al lei 

^ pa ram'e ter 

pa ren'the sis 
pass 

^-^z,pat’ent lev'el 
X pat'tern 

<;_pawl 

pearl 1 ite 
peel 

£_ X peeled 


y peen 



140 


Making Letters Talk Business 


per'co late 
C-y per cushion 
CS*—/ per im'e ter 
Cf pe riph'er y 
C, _per man'ga nate 


r 


J? per"me a bil'i ty test 


f per"me am'e ter 
phar"ma ceu’ti cal 
-— ■s phe"nol^phthal' e in 
c&kL^ phi'al 
^ phos'phor bronze 



phys'i cal properties 


liquor 

■pick'ling era*die 
pier 

O' pig iron 
pig machine 
Pi las*ter 
Jy pinch'er 

pinch marks 

pin'hole" 

pin'ion 


pin' tie 
^ pipe 
£ pi pette' 
^-w^pis'ton rod 
^ pitch 
pits 

/. pit'ting 
f plan'er 

—pia nim'e ter 
<T plan'ish 

C .— plat*i num 
CL-^ plas tic'i ty 
plates 

O^r pli'ers 
—^plumb bob 
C ^7 plung'er 

pneu mafic 
———jjy pneu mo'ni a 
<0^ po lar'i ty 
<L^ pol'ished 
pol'ish er 
pol'ish ing 
pol’y gon 
po ten'tial 
po ten"ti om'e ter 
pre cip'i tate 








Armco Vocabulary 


141 



prime sheets 
•is moi* dal 
pro due 1 er 
C—t - pro number 

psy chol'o gy 
pud* dle-bar" 


^7 

'Z? 

^7 ~ 

^7 


quartz 

quench 


/- quench'ing bath 
quench'ing car 
quench'ing station 
R 

rab'ble 
ra'di al 
ra'di urn 

radius of gyration 
rain maker 


s 

/ 


rash heat 
re car'bu rize 
re charge' 
re cip'ro cal 
rec' tan"gle 
red'-short" 



pud'died 


re due'er 


pul'pit 


reel 


pur'lin 

-z^ 

re frac'to ries 


pyod 

-Zrr-> 

re frac'to ry 


py ri'tes 

7 

re gen"er a'tion 


py rom'e ter tube 

ah 

re"in force* 

( 

.py"ro phos'phate 


re"in force'ment 


Q 

7 

res'er voir 

quad'rant 

<Cs 

re shear' 





7 




r 


re sid'u al 
res'i due 
re sil'i ence 
res' in ate 
re sist'ance coil 
re"sis tiv'i ty 
re square' 
re square 1 shearman 
re n ten tiv’i ty 
re tort' car'bon 
re treat* 



142 


Making Letters Talk Business 


re ver'ber a to ry 


* yre vers'i ble 




( rhe T o stat 
rhom'bus 


T 

rid'er 



J roll fol’low ers 


-^-.roll mark 


_^^j2-roll train 
^ ^ roll turner 
^ rose'head" 
ro sette 1 
Ross-paper 
ro' ta ry 
ro'tor 
rough 1 er 
roughing mill 
rough mill 
rub'ber 




6 . 


run'ner 
runner brick 
^ Russia iron 
S 

sac'cha rate 
saddle-stitch 
sal’a man”der 
"> sal am mo’ni ac 
sand rammers 
sa pon M i fi ca'tion 
sarco 

sat'u rate 
sat"u ra'tion 
scab ? by 
scabs 
scale 
scale mat 
scarf T ing 
.scathed mills 
sci M en ti-f'ic 
scle'ro scope 
sco"ri fi ca'tion 
scratch 










Z 


screw box 
screw boy 
screw down 








Armco Vocabulary 


143 





£ 




r 

■7- 


sine 

sink head 
sin 1 ter 
sin 1 ter ing 
si'nus 
si'phon 
skelp 

skew 1 back” 
skid 
skim T mer 
skim’mings 
skip bridge 
skip car 


# skip hoist 
^—'Skull cracker 
ei^slab mill 

( 

slabs 
3lab yard 
slag spout 

t—' «■_^-slag line 

& > ^Vslag pocket 
slaked 
c__^> sleeve 
slips 

t _ 0 * slit'ter 

smelt'ing 



144 


Making Letters Talk Business 


^—^_^smooth mill 
snakes 

snatch blook 
snort valve 
^ Z' soaking pit 
3 '—€_soft mill 
sol'der 
so'le noid 
so lid’i fy 
sol"u bil'i ty 
sol’vent 
sor’bite 
sort’er 
span’drel 
spangle 
J-C span'ner bar 
cA span’ner wheel 
£ speo”i fi ca'tion 
spe cif'ic grav'i ty 
spell er iz ing 
spell hand 
^\f spel’ter bath 
*xLs sphe’roid 

sphe’’roi diz'ing 
spi'der 

jL—g spie'gel ei"sen 



<Ls —^ spin'die 
J~, spin’ning 

_^ spi’ral 

^ sponge 

spon ta’ne ous 
^ spot test 

/oz_ 7 spot weld 

spread’er 
sprock'et 
sprue 
stack 
stained 
stamp’ing 
s- standing turn 
y^ 7 stan’nous 

^"^^L-^-Stead*s brit’tle ness 

y> 

y ^-—^ sten'cil er 

sten’cil paper 
ster’e o type” 


stick* er 
stiffen er 
stile 
stip’ple 
^y ^stock card 
—^ stock line 
6? stock par tic"i pa’tion 


£ 

y— 




Armco Vocabulary 


145 


s *—" stok'er 
^ — aL, stoker fired 
stool 

^ stopper head 
^ ^^^stopper rod 
strains 

stretcher level 
stretcher-strain 
strip'per 
strip steel 
struc'tur al 
strut 
sul f fur 
sul'phur 
sul'phu rat"ed 
sul phu'ric 
sul'phur ous 
sump 

su"per cal'en der 
swage 
swarf 
sweat *ing 
switch'board" 
switch points 
swiv'el 
^ sword 


4 



syn'chro nous 

T 

. ft 

table top 


tail-marks 

SC/ 

tan'gent 


tank-plate 

€ 

ta'per 

< 

tap'ping 


tech'ni cal 

—v- 

tech ni'cian 


‘ tech"nique' 


tel'e graph 




tel'e scope 
tem T per a ture 
tern'per ing 
tem f plate 
^" ten'sile 

terne coated 
^/^"^terne dross 
terne'plate" 
terra cotta 
ter'ti a ry 
tef'ra chlo’ride 
ther'mit 
ther'mo cou"ple 
ther mom'e ter 






146 


Making Letters Talk Business 



* —ther'mo stat 
thim’ble 
three-high 
tie*-rod" 
tight coat 
ti"tan if'er ous 
ti ta'ni um 
ti'trate 

Ce tog'gle press 
--r tol'er ance 
toll'age 
tongs 
ton 1 nage 
ton"neau' 

^—> torque 
^-^^tor'sion al 
to 1 rus 

^ trade acceptance 
2L- y 2 —^transformer steel 
^ trans' it 

L -7 transmission tower 

2-V trans mit'ter 
tres'tle 

trig"o no met'ric 
*trig"o no met'ri cal 
tri 'pod 



CT 

r 



trow'el 
truck 

trun'cat ed 

trun’nion 

truss 

tubercular corrosion 

tu'bu lar 

tung’sten 

tur’bine 

turn'buck"le 

turn'ings 

turn'ta”ble 

tu"yere' jacket 

tu"yere’ stock 

twist’ed 


U 



unc’tu ous 
up'take" 


V 



vac'u urn 
va'lence 
valve 

va na’di um 
var'nished 
vas'e line 



' lum 





Armco Vocabulary 


147 


A 

’ A 

/- 






c 


yy 



Velte valve 
ver’ni er 
ver 1 tex 
ver'ti oal 
vi'brat ing 
vis cos’i ty 
vise (clamp) 
vitreous enamel 
vol'a tile 
vol'a til ize 
volt 
volt’age 
volt T me”ter 
vol"u met’ri cal ly 
vul’can ite 
W 

wab'bier 
wain 1 scot ing 
wall tie 
warm'er 
warming up 
wash heat 
wast'er 
watt loss 
wav'y 


welding rods 
^ well casing 
whirler 
wild 

worm wheel 
wrin'kles 
^ JL wrist pin 

wrought iron 


xan'thate 

Y 

yield point 
Z 






l 

c. 


zinc dross 
zinc oxide 
zir co’ni urn 
zirkite brick 
zone 

zo ol’o gy 


weld 






































































































































































. 































































Slovenly Writing , Speech and Dress Come from 
the Same Cause—The Opiate of (i Dont Care .” 

—Saturday Papers 


ESSENTIAL ENGLISH 


Nouns.149 

Pronouns ..150 

Distinguishing adjectives and adverbs 152 

Verbs . ..153 

Modifiers.157 

What is a sentence? . . . .158 

Superfluous words and phrases . .158 

Where the stenographer fails . .159 

The right word to use . . . .160 

Prepositions. 171 


NOUNS 

1 There are two classes of nouns: common and proper. 
A common noun is a general name belonging to each object 
of its class; as, man, building, iron, river, mountain. A 
proper noun is a special name belonging to an individual 
person, people, place, or thing; as, Charles W. King, Cana¬ 
dians, Detroit, World War. 

2 Collective nouns. Collective nouns should be given 
special study. When used as the subject, they generally 



150 


Making Letters Talk Business 


require singular, not plural, verbs. If collection or unified 
action is expressed, the verb is singular; as: 

a) The committee has reported. 

b) The army is marching. 

c) The company is prosperous. 

d) One hundred tons of sheets ivas shipped yesterday. 

e) Two-thirds is enough. 

f) Twenty years is a long time. 

g) Six and eight is fourteen. 

h) The United States is holding an election. 

i) Seventy feet of culvert was sold. 

3 If the individuals of the collection are emphatic, the 
verb is plural; as: 

a) The committee were not agreed as to the plan. 

b) Thousands of dollars were counted out one by one. 

c) The people are one. 

4 Nouns plural in form but singular in meaning re¬ 
quire a singular verb; as, news, mathematics, athletics, pol¬ 
itics, ethics, means, whereabouts. 

PRONOUNS 

1 Agreement with antecedent. A pronoun should 
agree with its antecedent in person, gender, and number; 
as, “Every man is expected to do his (not their) best.” The 
masculine gender is sometimes used to refer to both sexes; 
as, “Before an employee is entitled to free insurance, he 
must be with the company one year.” 

2 Sequence of pronouns. Use pronouns in this order: 

First, person spoken to, or second person; second, person 
spoken of, or third person; third, the speaker, or first per¬ 
son; as, “You, they , and we are responsible.” Or “You, he, 
and I can do the work.” 

3 When two pronouns are used after verbs that assert 
an action, or after prepositions: with, between, for, like, 
after, before, in, into, etc., the second pronoun is often used 
incorrectly. A common but incorrect expression is: “This 



Essential English 


151 


is between you and I.” It should be me instead of 7. A 
similar mistake is: “This is for you and I to decide.” I 
should be me. 

This page contains the worst offenders. And right now 
is a good time to begin whipping them into line. 

An easy and accurate way to determine which is the 
correct pronoun to use is to place the pronoun next to the 
preposition. 


a) 

b) 

c) 

d) 

e) 

f) 


WRONG 


RIGHT 


For you and 1 
Like you and he 
Talked with John and she 
No one except Frank and 1 
The man who I saw 
The man to who I spoke 


For me 
Like him 
With her 
Except me 
Saw whom 
Spoke to whom 


4 The objective form of the pronoun is never used 
after the verb be and its forms am, is, was, were, been. 


WRONG 

a) It is him 

b) It was her 

. c) If I were him 
d) If it had been me 


RIGHT 

It is he 
It was she 
If I were he 
If it had been 1 


5 Be especially careful when two pronouns precede the 
verb; as, “You and 7 (not me) will go.” Such mistakes 
are easily avoided by using the same pronouns that would 
be used if the subject were split; as, “You will go”; “I 
will go.” No one would say “Me will go.” 


6 Pronoun after than. By supplying the implied verb 
and expanding the sentence you can easily determine what 
pronoun to use after than; as, “No one is better qualified 
than he (is qualified).” 

7 Case after “to be.” The pronoun used as the sub¬ 
ject or the predicate substantive of the infinitive to be is 
correctly in the objective case; as, “They thought him to be 
me." “The man whom I took to be the rightful owner was 
dishonest.” 



152 


Making Letters Talk Business 


If you are in the habit of using pronouns incorrectly, 
there is only one way to make improvement. Say the 
correct forms aloud. Use every opportunity to say “be¬ 
tween you and me,” “for you and me,” “it was he,” until 
you automatically use the correct form. 

DISTINGUISHING ADJECTIVES AND ADVERBS 

1 An adjective is a descriptive word. It pictures or 
points out something about a noun or a pronoun. Thus, 
in an industrious workman, that man, industrious describes 
workman and that points out some definite person. 

2 To determine whether a word is an adjective, apply 
the questions: what kind? how much? how many? The 
answers to these questions are adjectives. 

3 An adverb is an explanatory word. It explains a 
verb, an adjective, or another adverb. If a word answers 
the question how? when? or where? it is an adverb. 

4 Many persons think that all adverbs end in ly. 
Unfortunately, this is not the case. Such words as hard , 
slow , quick , soon , now , then , fast , loud , long , low , are only a 
few of a long list of exceptions. Do not conclude that 
slowly and quickly are not adverbs; they are. The point is 
that slow and quick are also adverbs and have been for 
many, many years. Drive slow and come quick are gram¬ 
matically correct and good usage, even though they are 
violently denounced by some persons. 

5 How, then, are we to determine whether a word is 
an adjective or an adverb? In case of doubt, you should 
always let the dictionary decide. Another excellent aid is 
to observe carefully the practice of recognized speakers and 
writers. 

6 Remember this: Whenever the word modifies a noun 
or a pronoun you must use the adjective; as, It smells 
sweet; it is cold. Here sweet and cold modify the pronoun it. 

7 Whenever the word modifies a verb, an adjective, or 
another adverb, you must use the adverb; as, He ran 
swiftly; he fell heavily , he laughed heartily. Swiftly , heavily , 
and heartily modify verbs and are, consequently, adverbs. 



Essential English 


153 


8 There is one more important distinction to keep in 
mind. In some sentences either an adjective or an adverb 
may be used, according to the thought the writer wishes to 
express; as, He kept the bonds safe; or, he kept the bonds 
safely. In the first case the bonds are safe —safe bonds. 
In the second, safely tells how he performed the act of 
keeping—kept safely. 


VERBS 

1 A plural subject takes a plural verb. A singular 
subject takes a singular verb. Rather elementary state¬ 
ments, aren’t they? But why do we become confused? 
The reason is that we don’t recognize the subject. If we 
are to use verbs correctly, we must remember that the 
subject always governs the verb. 

2 Don't means do not Doesn't means does not 
Aren't means are not Isn't means is not 

He] 

She \ doesn’t or isn’t 

it j 

Be especially cautious of the use of contractions. 

3 Special care must be used when the verb precedes the 
subject: There were five orders to be filled. 

4 Single subjects joined by either .or, neither . 

nor , require a singular verb. 

a) Either Wilson or Smith is responsible. 

b) Neither Wilson nor Smith is responsible. 

c) Neither of the orders is scheduled. 

In the last sentence, neither is the subject, not 

orders. 

5 In the following, the tendency is to let the verb agree 
with the nearest noun or pronoun; but it is the subject 
that governs the verb. Be especially careful when a plural 
noun is used between the subject and the verb. 

a) One of the cars was (not were ) shipped yesterday. 

b) A car of primes and seconds was sold. 






154 


Making Letters Talk Business 


6 Subjects joined by and are added, and a plural verb 
is required: 

a) The base metal and the coating are pure. 

Be especially careful to note that each and every are 

singular: 

b) Each man and woman employed by this firm be¬ 
longs to the Armco Association. (Do not confuse with 6a.) 

c) Every defective bar and sheet is rejected. 

7 One of the following expressions may be “wedged” 
into the main thought, but it does not affect the verb: 
with, together with, including, as well as, in company with, 
no less than, with the assistance of, along with, in addition to. 

a) The foreman, as well as the men, respects all regula¬ 
tions. 

b) The superintendent, with the assistance of the 
general manager, makes the decision. 

8 Note especially the following: 

He is one of those men who are always on the job. 

Why are and not is? Because a pronoun must agree in 
person and number with the word to which it refers. Who 
refers to men, which is plural; therefore who is plural, and 
a plural verb is necessary. Notice that this is a complex 
sentence—two sentences in one. 

9 These words always take a singular verb: a person, 
everybody, every one, somebody, nobody, no one, any one. 

10 When the verb does not immediately follow the 
subject, be especially careful. The farther the verb is 
from the subject, the easier it is to make a mistake. This 
sentence taken from an encyclopedia illustrates the danger. 

“The presence of impurities, sometimes of an extremely 
small amount, frequently exert a powerful influence on the 
size of the crystalline grains, some impurities increasing it, 
others reducing it.” 

LIE, LAY, SIT, SET, RISE, RAISE 

11 The most confusing verbs are lie, sit, rise. They 
are intransitive verbs, and do not need an object. The 
principal parts are: 



Essential English 


155 


Present 

Lie 

Sit 

Rise 


Past Past Participle 
Lay Lain 

Sat Sat 

Rose Risen 


These verbs do not take an object. When the time is 
present, we lie down, sit down, and sometimes rise up in 
righteous indignation; when the time is past, we lay (not 
laid) down, sat (not set) down, and rose (not raised) up. 
With the past participle we always use have , had , or has . 


12 PRESENT 

Lay 

Set 

Raise 


PAST PAST PARTICIPLE 

Laid Laid 

Set Set 

Raised Raised 


These verbs require an object. We lay the order upon 
the table; set the machinery in place; and raise money to 
buy bonds. Most confusion is caused by lie , which re¬ 
quires no object; and lay which requires an object. In 
case of doubt as to the form to use, ask yourself the ques¬ 
tion, “lay (or laid) what?” 


SHALL AND WILL, SHOULD AND WOULD 

13 Many hard things have been said about these four 
words. In the past, there have been so many fine-drawn 
distinctions that their correct use has seemed hopeless. 

Bear in mind that shall and should are used with the 
first person , (the person speaking); will and would with the 
second person , (the person spoken to) ; and third person (the 
person spoken of) , to express future time. 

a) I shall (should) We shall (should) 

b) You will (would) You will (would) 

c) He will (would) They will (would) 

14 When the action is within the complete control of 
the speaker, use the following forms to express determina¬ 
tion, willingness , or desire: 

a) I will (would) We will (would) 

b) You shall (should) You shall (should) 

c) He shall (should) They shall (should) 



156 


Making Letters Talk Business 


Observe the different conditions which require shall and 
should , will and would , with the first person. Fix in your 
mind the different uses of shall and should, will and would, 
with the second and third persons. 


15 Should is also used to express moral obligation; as, 
He should pay his debts. 

16 A careful study of the following list of verbs will 
help to overcome such common errors as had went , has came , 
I seen , and he begun. Read this list aloud. Twist con¬ 
versation so that you have a chance to say the correct form 
until it comes to you naturally, f When in doubt use the 
dictionary. 


have, has, or had awaked 
have, has, or had beaten 
have, has, or had begun 
have, has, or had bidden 
have, has, or had blown 
have, has, or had broken 
have, has, or had brought 
have, has, or had burst 
have, has, or had caught 
have, has, or had come 
have, has, or had chosen 
have, has, or had clung 
have, has, or had done 
have, has, or had drunk 
have, has, or had eaten 
have, has, or had forbidden 
have, has, or had forgotten 
have, has, or had given 
have, has, or had gone 
have, has, or had grown 
have, has, or had known 
have, has, or had laid 


have, has, or had led 
have, has, or had lain 
have, has, or had loosed 
have, has, or had ridden 
have, has, or had rung 
have, has, or had risen 
have, has, or had run 
have, has, or had seen 
have, has, or had set 
have, has, or had shaken 
have, has, or had shown 
have, has, or had shrunk 
have, has, or had sat 
have, has, or had spoken 
have, has, or had sprung 
have, has, or had stolen 
have, has, or had sworn 
have, has, or had swum 
have, has, or had taken 
have, has, or had thrown 
have, has, or had worn 
have, has, or had written 


17 Tense of the infinitive. The infinitive form of 
the verb is always in the present tense unless it refers to 
time prior to that of the governing verb; as ,“I intended to 
do (not to have done) J:he]jwork.” 



Essential English 


157 


MODIFIERS 

Many of the worst errors of grammar are misplaced 
modifiers. A small boy was warned not to eat mushrooms. 
He was told: “People who eat mushrooms often die.” 
“Go on” he said. “How often do they die before they 
stay dead?” 

Good sentences are built, they don’t “just happen.” 
The words are in order. And in good sentences, this order 
—sequence of thought—changes: “It may mean so and 
so” to: “It means this and nothing else.” It’s poor busi¬ 
ness on your part to trust any one to understand what you 
mean. Make the reader understand. And this demands 
from you: order, sequence, syntax. Even then, there 
will be enough misunderstanding. 

“Mrs. Jones was killed while cooking her husband’s 
breakfast in a shocking manner,” so ran the headline in a 
paper. 

“A great Irishman has passed away. God grant that 
many as great, and who shall as wisely love their country, 
may follow him,” leaves one in doubt as to just what the 
editor of the London Times really meant. 

“Stay out,” read the warning nailed to the tree, “the 
owner fishes and shoots himself.” 

“Extreme care is exercised to see whether the bath has 
become contaminated by analysis.” 

“You should have the information which this booklet 
contains at your finger tips.” 

“Please inclose your check in ink.” 

“He came into the laboratory just as the test began to 
see that everything was all right.” 

Such sentences reveal their own defects: the reader is 
given a sudden jar. Yet these illustrations are not over¬ 
drawn. The remedy is simply this: Read your sentence 
for sound; and when you find a combination that is decided¬ 
ly awkward, cut loose and write a new sentence in which 
youjkeep modifiers as close as possible to the word or 
phrase modified. 




158 


Making Letters Talk Business 


WHAT IS A SENTENCE? 

Strange as it may seem, there are many stenographers 
and dictators who have no conception of what makes a 
sentence. They put a period after a group of words form¬ 
ing only a fragment of a sentence. What meaning do you 
get from: “The pitting or tubercular form of corrosion”? 
You get no meaning because there is none expressed. Con¬ 
sider these: 

The order being shipped today. 

The sheets having most excellent working qualities. 

Mill running at capacity. 

Are they sentences? No, they are not, even though 
they begin with capital letters and end with periods. 

What, then, is a sentence? A sentence must have a 
subject—the person or thing we talk about; and it must 
have a verb, which does the saying or asserting. 

Notice the difference when we write complete sentences: 

The order is being shipped today. 

The sheets have most excellent working qualities. 

The mill is running at capacity. 

The pitting or tubercular form of corrosion quickly 
destroys the sheet metal. 

We aren’t likely to write an incomplete sentence if it 
is to stand apart from other words. The trouble comes 
within the body of a letter. Read carefully: 

“We have scheduled your orders of September 5 and 
November 10. The first for ingot iron sheets, and the 
second for electrical steel sheets.” 

The words: “The first for ingot iron sheets, and the 
second for electrical steel sheets” convey no thought. 
Put a comma after November 10, and the sentence is com¬ 
plete. 

If you are still unable to identify a sentence, you should 
review your grammar until you are sure of your ground. 

SUPERFLUOUS WORDS AND PHRASES 

“Throughout the whole of the first quarter.” 

“During the entire month.” 



Essential English 


159 


“Operations that resemble in their difficulty.” 

“The two sheets are both alike.” 

“We sent word to the different district offices.” 

The analysis has not as yet been recorded.” 

“As yet no shipment has been made.” 

Every condition was favorable for corrosion to occur ” 

“Equally as well.” 

“The sheets are of large size” 

“The sheets are of a black color” 

“The mine lies on the northwest side of the town.” 

“The report gives a good account of the progress of the 
preparation.” 

“Subsequent to the formation of the gas, there has been 
intensive investigation along certain lines which revealed a 
way to degasify the metal.” This sentence must be re¬ 
vised: “After the gas was discovered, intensive investiga¬ 
tion revealed a way to degasify the metal.” 

WHERE THE STENOGRAPHER FAILS 

The most exasperating experience that any dictator can 
have is to receive from the transcriber his dictation in a 
mutilated condition. And some dictators frequently have 
just such an experience. Why? 

In the first place, the transcriber is not familiar with 
her job: she doesn’t know the words and expressions the 
dictator must use to transport his thoughts. 

In the second place, she doesn’t make any effort to be¬ 
come thoroughly familiar with the particular part of the 
business for which the dictator is responsible: she doesn’t 
realize the value of studying many carbon copies of his 
letters to get specific information, nor does she read the 
firm’s advertising for general information. 

In the third place—and this is the result of her poverty 
of information—she makes wild guesses as to what she 
thinks he said: she doesn’t make an effort to find out what he 
said. 

Here is what one dictator received: “However, if you 
follow out your idea of having each company put in the 



160 


Making Letters Talk Business 


name of a paved highway in their territory, you will find 
that only 35 to 50 per cent of the companies will be able to 
use the booklet, because they have no fine examples such as 
the 'points of your throat (Point Douglas Road) to point to.” 

Another received this: “The sheets are given a coat of 
pure ink (zinc).” 

And still another: “Send us the two carloads of dyna¬ 
mite (dolomite) right away.” 

Stenographers often advance from humble beginners to 
positions of responsibility. No one quality can be pointed 
out as the reason; but this one thing is always apparent: 
they do not mutilate the chiefs dictation. 

You who transcribe ARM CO letters face a heavy 
responsibility. To appreciate that responsibility and to 
strive to meet it is real evidence of mental growth; it is 
evidence that you “ think on the job”; it is evidence of ability 
— plus. 

As a general rule, transcribers feel that their only 
responsibility is to transcribe notes exactly as dictated, and, 
in case of doubt, to guess at the meaning. Few take pains 
to make sure that the correct word is being used. Mistakes 
are costly to all concerned; consequently the transcriber who 
acquires the ability to be a real help to the correspondent, 
is always finding greater opportunity. 

To be effective, you must know WHY you punctuate; 
you must know WHY you change this or that word. Mere¬ 
ly to “think” that a certain change is an improvement is 
not sufficient; you must KNOW that you have made an 
improvement and KNOW WHY. 

Here are a few words usually confused. The confusion 
may be a case of not knowing the correct word to use, or 
it may be caused by indistinct speaking or inaccurate hear¬ 
ing. In any case, such confusion gives you an opportunity 
to be more than an ordinary transcriber. It is your chance 
to be a transcriber— plus. 

THE RIGHT WORD TO USE 

Accept, except. Accept is a verb. It means to re¬ 
ceive a thing offered; to admit or agree to; to assent to; as, 
“We accept the offer.” “He accepts your explanation.” 



Essential English 


161 


Except , as a verb, means to exclude , omit; as, “He will 
except this part of the agreement.” Except , preposition, 
means with the exception of; as, “All furnaces, except number 
five, are in good condition.” 

Adjectives, where placed. Adjectives should be 
placed as near as possible to the noun or pronoun modified. 
Bad: galvanized Armco Ingot Iron sheets. Better: Armco 
Ingot Iron galvanized sheets. 

Advise. Should not be used in the sense of inform or 
tell. Advise means to give advice; as, “He advised me never 
to answer a letter when in ill humor.” 

Affect, effect. Affect is a verb. It means to influence; 
as, “The annealing affects the grain structure.” Effect is 
a verb or a noun. As a verb, it means to complete , realize , 
bring about , fulfil; as, “A satisfactory settlement was 
effected.' ’ As a noun, effect means result , consequence , out¬ 
come; as, “The effect of the rumor was ruinous.” 

Ain’t. Used by speakers that are downright careless 
or illiterate. 

Already, all ready. Already (one word) is an adverb. 
It means prior to some specified time; as, “He had reported 
already .” All ready (two words) is an adjective phrase, 
meaning prepared in every particular; as, “We are all 
ready to roll your order.” 

All right. Should always be two words. Alright is 
wrong. 

Altogether, all together. Altogether , an adverb, 
means without exception , wholly , completely; as, “His suc¬ 
cess was due altogether to his determination.” All together 
is an adjective phrase; as, “The orders are all together .” 

Any place, some place. Use anywhere or somewhere; 
as, “The letter could not be found anywhere .” . Any place 
should be preceded by a preposition; as, “He will not work 
long in any place.” 

As... .as, so. .. .as. Use as. . . .as in positive state¬ 
ments: “The decision was as fair as it was possible to 
make it.” So _ as is used in negative statements and in 



162 


Making Letters Talk Business 


questions implying a negative answer; as, “The action is 
not so drastic as we expected it to be.” 

At about, at. Omit at in such expressions as “The 
meeting will be called at about ten o’clock”; and “Where 
is he at?” 

Awful. This is one of the most abused words in the 
English language. “We had an awfully good time”; “It 
was awfully funny”; and “The meeting was awfully in¬ 
teresting” are familiar pet expressions. Rightly used awful 
means filled with awe , appalling , profoundly impressive. As 
slang it means frightful , exceedingly bad , monstrous. 

Bad, badly. These words are very much overused. 
Serious , severe , and poor are good synonyms. 

Balance, rest, remainder. Balance correctly used is 

the equality between the debit and the credit sides of an ac¬ 
count; as, “There is a balance of $5,000 in the bank.” 
Balance should not be used for rest or remainder. We say 
“The rest of the men will be on the night shift,” and “Please 
send the remainder of the castings.” 

Beside, besides. Beside is a preposition, rarely, if ever, 
an adverb. It means by the side of , near by. Besides is an 
adverb. It means moreover , or in addition. 

Between, among. Between applies to only two ob¬ 
jects; as, “Between you and me.” Among refers to more 
than two; as, “You should find the right man among so 
many applicants.” 

But that, but what, that. Do not use but that or 
but what for that; as, “There is no doubt that (not but that , 
not but what) your order will be shipped tomorrow.” But 
what is often used incorrectly for but that; as, “He doesn’t 
know but what (say, but that) this report is correct.” But 
what is correct when the meaning is but that which; as, 
“He spoke briefly but what he said was to the point.” 

Claim. Do not use for assert or maintain . Claim , 
rightfully used, means to demand as a right. 

Council, counsel, consul. A council is an assembly 
of men summoned or convened for advisory or legislative 



Essential English 


163 


purpose. Counsel means deliberation or advice. Consul is 
an official appointed by the government to reside in a 
foreign country and to report on commercial matters. 

Data. Data is plural. Such expressions as this data 
is, the data is, are wrong. 

Different than. After different use from; as, “My 
plan is different from (not different than) the plan you have 
in mind.” 

Don’t, doesn’t. Don't means do not. Doesn't means 
does not. One of the most frequent errors of speech is, 
“He, she, or it don't." 

Double negatives. Avoid such statements as: 

“They don't know nothing (anything) about the order.” 

“We can't (can) scarcely read the amount.” 

“He couldn't (could) hardly finish the turn.” 

“There isn't (is) barely enough room.” 

“I couldn't (could) never agree to that.” 

“I don't care for no (any) more.” 

Each, every, either, and neither. These words are 
always singular and used to designate one of two persons 
or things. For more than two, say any one, one another, 
none. 

Each person is responsible for his own work. 

Every man is expected to do his best. 

Either of the orders is satisfactory. 

Neither of the amounts is correct. 

Enthuse. Not good usage. The report made me 
enthusiastic (not enthused me). How many times have we 
heard the expression “I am greatly enthused"? 

Especially, specially. These words mean a particular 
sort, kind, or quality; peculiar, particular, uncommon 
chief. 

Ever, never. Do not confuse these adverbs. Seldom 
ever is wrong; it should be seldom, if ever; or seldom, or 
never. Rarely ever, hardly ever, barely ever, scarcely ever are 
similar errors. 




164 


Making Letters Talk Business 


Further, farther. Although some writers make no 
distinction between these words, further is preferred for 
reference to time , quantity or degree , mad farther for distance; 
as, “They traveled farther than necessary; yet they ac¬ 
complished nothing further” Further—a verb is also used 
in the sense of to help forward , to promote , advance; as, 
“The committee will help to further the movement.” 

Got. Should be used in the sense of acquired or 06- 
tained; it implies an effort to secure; as, “They got the 
order.” Got should be omitted from such expressions as, 
“What has that got to do with it?” 

Gotten. Is no longer good usage. 

Hadn’t ought. A colloquialism for ought not . Never 
use an auxiliary verb with ought; as, “They had ought 
(say ought) to oil the sheets.” Some one described the 
Mason and Dixon line as “an imaginary rail fence that 
separates those who say you all from those who say hadn't 
ought” 

If, whether. Do not use if for whether; as, “I do 
not know if (say whether) I can go.” “It is doubtful if 
(say whether) they will accept the offer.” 

In, into. It is better to use into to express motion; as, 
“The bar is put into the furnace.” “They went into the 
office.” But note: “They delved into the matter.” 

Inaugurate. Means to induct into office with suitable 
ceremonies; to invest in power or authority in a formal 
manner. Inaugurate should not be used for commence or 
begin . 

It’s, its. It's is a contraction of it is. Its is a posses¬ 
sive pronoun and does not need an apostrophe. “ It's use¬ 
less to wish for a mastery of expression unless we are willing 
to do some hard digging.” 66 Its value, however, is never 
questioned.” 

Last, latter. Use last when speaking of more than 
two. Latter refers to one of two. 

Learn, teach. How many times have we heard the 
expression, “I learned him the job”? No one can learn 
anybody anything. We teach , others learn. 



Essential English 


165 


\ 


Leave, let. Don’t use leave for let. Let (not leave) 
me have the order. Let (not leave) it stand. 

Lengthwise, endwise, sidewise. Are preferable to 

lengthways, endways, and sideways. 

Lie, Lay. See page 11. 

Like. Is always followed and completed by a noun or 
pronoun in the objective case; as, “Spelter looks like sil¬ 
ver.” Like is a preposition comparable to for, between, with. 
Like should never be used as a conjunction for as, as if, as 
though; as, “He is working now as (not like) he never 
worked before.” “He looks as if (not like) he knows the 
answer.” “The men go about their work as though (not 
like) they are sure of success.” 

Loose, lose. These words are so similar in spelling 
that they are easily confused. The trouble isn’t that we 
do not know what they mean. But we write “I cannot 
loose (lose) this opportunity to tell you how thankful I am” 
and live in ignorance of the chuckle at our expense. 

May, can. Use may to denote 'permission; can to 
denote power or ability; as, “ May we send your order 
now?” “We can send your order immediately.” 

Me coming, my coming. The noun or pronoun be¬ 
fore a noun ending in ing is in the possessive case; as, “My 
coming changed the whole situation.” “ John's coming had 
much to do with our decision.” “We left without anyone's 
knowing .” “We have just heard of his being successful.” 

Myself, himself. Do not use the intensive pronoun 
when the simple pronoun will do; as, “He and I (not myself) 
will do the work.” 

None. This word may be either singular or plural 
according to the meaning; but the tendency is more in 
favor of treating it singular. In this sense none means 
no one, not one; as, “ None of us is able to tell what is com¬ 
ing.” “ None but the brave deserves the fair.” 

Nor, or. After no or not if the alternatives are closely 
related or should be used; as, “He has no cash or credit.” 
But if the alternatives are not so closely related, use nor; 




166 


Making Letters Talk Business 


as, “He has no friends nor relatives.” It should be observed 
that nor means without both. Nor is used as a correlative 
after neither, nor, not, no. 

Of. Do not say could of, may of, might of, would of, 
for could have, may have, might have, would have. 

Off of. Of is superfluous after off; as, “When the 
wrapping was taken off (not off of) the sheets, they were in 
excellent condition.” 

Only. Only is frequently misplaced. It should be as 
near as possible to the word it modifies. Notice the differ¬ 
ence in meaning: “He wrote to him only —He only wrote 
to him.” 

Onto. Onto, one word, is colloquial. Say upon. “The 
responsibility fell upon (not onto) us.” 

Over with. Omit with. 

Partially, partly. Partially means with unjust favor¬ 
itism. Partly means less than whole. We may treat persons 
partially; but we do our work partly. It is ambiguous to 
say “He made a partial report.” 

Party, person, people. Party means an entertainment 
except in legal documents where it refers to a person or a 
body of persons collectively. “The hunting party left be¬ 
fore daybreak.” “The party of the first part further deposes 
and says, etc.” Do not say, “I know a party.” Person 
is an individual human being; as, “The person (not party) 
to whom I wrote.” People is a body of persons having a 
common character, culture, or sentiment such as a race, 
tribe, or nation; as, “the people of France.” People is also 
used to refer to geographical division, a community, or 
society; as, “the people of New York,” “the people of the 
North Church.” Do not say “the Allis-Chalmers People ” 
for Company. 

Per cent, percentage. When preceded by figures, per 
cent is correct; as, “We have filled 90 per cent of the order.” 
Use percentage when the figure is not given; as, “What 
percentage of the order is filled?” or when the figure comes 
after; as, “The percentage is fifty.” 



Essential English 


167 


Per day, per year. Per is a Latin preposition. It 
should be used with Latin expressions; such as, per annum, 
per diem , per se. Per should not be used with ton, day, 
dollar. Say a ton, a day, a dollar. 

Principal, principle. Do not confuse these words. 
Principal means a chief person, a sum of money. Principle 
emphasizes the idea of fundamental truth or general applica¬ 
tion, the source from which anything proceeds; as, “The 
principal men are men of principle.” 

Proven. Don’t use this word. Say proved. 

Providing, provided. Providing is not a conjunction. 
It means to provide, furnish. Provided is the conjunction. 
It means on condition that; as, “We will accept your offer 
provided (not providing) you sign the contract.” 

Raise, rear. Raise flagpoles, but rear children. Don't 
say “I was raised in Middletown.” 

Re. From the Latin word res, a legal term, meaning 
thing. It should not be used for referring to. 

Respectfully, respectively. Respectfully means with 
respect, in a respectful manner. Respectively means singly, 
in the order designated. Sometimes these words are con¬ 
fused and a dictator will close his letter with “ Yours re¬ 
spectively,” w T hich, of course, is wrong. 

Seldom ever. Say seldom, or seldom, if ever. 

Somebody else’s. The possessive sign is added to the 
second word even though some purists hold out for some¬ 
body’s else. 

Split infinitive. Avoid the split infinitive: To prompt¬ 
ly act, to clearly speak, to carefully examine , to practically 
help, to needlessly take , to personally inspect. The split in¬ 
finitive is generally awkward; moreover the splitter runs 
the risk of being misunderstood. 

Squinting modifiers. Ambiguity is frequently the 
result of placing a modifier so that it may modify either the 
expression preceding or following the modifier; as, “Tell 
him as soon as he comes to see me.” This should be, “As 
soon as he comes, tell him to see me” or “Tell him to see 
me as soon as he comes.” 



168 


Making Letters Talk Business 


State. This word is entirely too formal when used in 
the sense of tell, inform, mention. 

Stationery, stationary. Stationery means writing 
materials in general. Stationary means fixed in one place 
or position. 

Tense, shifting of. Aim to maintain a harmony of 
tenses. Do not carelessly shift from one tense to another. 
It is permissible to change from the present tense to the 
past, provided there is an apparent reason. “I knew that 
you will (say would ) get the order.” “I know that the 
order would (say will ) be satisfactory.” Unchangeable 
truths are always expressed in the present tense regardless 
of the tense of the principal verb; as, “He said it was (say 
is) 275 miles from Middletown to Detroit.” 

Than. Is often incorrectly used for when; as in, “We 
had scarcely received the report than (say when) the final 
preparation was made.” “He barely had been transferred 
than (say when) the new position developed.” 

Them. Them is a pronoun. It should not be used 
for the adjective those. Them things and them there bars 
are incorrect. Say “Bring those (not them) bars.” “ Those 
(not them) men are working.” 

Therefore, therefor. Therefore means for that reason; 
as, “We therefore accept your order.” Therefor used in 
legal papers, means for that, for this, for it; as, “The party 
of the second part agrees to pay therefor the sum of $5,000.” 

To, too, two. To is a preposition; as, “I spoke to him.” 
Omit to in such expressions as “Where did he go to?” Do 
not use to when at is intended; as, “He was at (not to) the 
office this morning.” Too is an adverb: “There were too 
many.” “I, too, am going.” Too is frequently used as 
an intensive; as, “The iron is too hot.” Two, an adjective, 
means twice one; as, (6 Two men were here.” Do not con¬ 
fuse too and two. 

Try and, try to. Say try to. “The dictator should 
try to (not try and) pronounce all names distinctly.” “The 
men will try to (not try and) increase production.” 



Essential English 


169 


Unique. Unique means the only one of its kind. It 
cannot be compared. “The book is unique (not very 
unique). 99 “His experience was unique (not most unique) 99 

Upon, on. Use upon to express literal or figurative 
superposition; as, “I placed the report upon your desk.” 
“Misfortune fell upon him.” In all other instances use on; 
as, “His order is on the schedule.” “The report is on your 
desk.” 

Was, is. In dependent sentences that state an un¬ 
changeable fact, use is even though the verb in the main 
clause is in the past tense; as, “He reported (past tense) 
that Armco Ingot Iron is (present tense) giving far better 
service than concrete.” “You said (past tense) that it is 
(present tense) farther to Buffalo than to Cleveland.” 

Week ended, week ending. When the time is past, 
use week ended; as, “Orders received during the week ended 
January 20, exceeded 10,000 tons.” 

Were, was. Never say “You was.” With you , always 
use were. Use were with I when making a statement con¬ 
trary to fact; as, “If I were you, I should go.” 

Who, which, that. Use that to restrict , to limit; as, 
“The order that came this morning is being scheduled.” 
“Words that express our thoughts with precision are the 
words to use.” Here we mean a definite order and definite 
words. Use who and which to introduce explanatory or 
supplementary statements; as, “Superintendent Jones, who 
is both efficient and strict, has the confidence of the men.” 
“They visited Pittsburgh, which is the center of the steel 
industry.” 

Who, whom. Be especially careful to use these words 
correctly in interrogative sentences; as, “To whom (not 
who) are you speaking?” “ Who (not whom) is he?” “Is 
there any way to determine who (not whom) it was?” 
“Whom (not who) <^id they take you to be?” 

Be careful of words that look and sound similar, but 
differ in meaning; the following list contains the most 
common errors: 




170 


Making Letters Talk Business 


access (admittance) 
excess (above limit) 

advice (noun) 
advise (verb) 

angel (celestial being) 
angle (corner) 
ascent (rise) 
assent (consent) 
baring (uncovering) 
barring (excepting) 
bearing (endurance) 
calender (machine) 
calendar (divisions of time) 
capital (city; sum of money) 
capitol (building) 
cereal (grain) 
serial (in a series) 
coarse (not fine) 
course (route; method) 
complement (that which 
completes) 
compliment (praise) 
correspondents (persons) 
correspondence (message) 
device (noun) 
devise (verb) 
duel (combat) 
dual (double) 
dyeing (coloring) 
dying (mortal) 
eligible (qualified) 
legible (readable) 

fair (just, beautiful) 
fare (amount paid) 

formally (with formality) 
formerly (previous time) 


hear (verb) 
here (adverb) 

illusion (deceptive) 
allusion (indirect reference) 

instance (occasion) 
instants (duration of time) 

it’s (it is) 
its (possessive) 

ordinance (act of ordering) 
ordnance (military supplies) 

partition (separation) 
petition (a document) 

peace (order) 
piece (part of) 

personal (private) 
personnel (persons in an or¬ 
ganization) 

plain (flat region, clear, sim¬ 
ple) 

plane (a tool, grade) 

precede 
concede 
intercede 
recede 

proceed 
succeed (ceed) 
exceed j 

supersede (sede) 

precedence (priority) 
precedents (done before and 
constituting authority) 

quite (entirely) 
quiet (still) 

seams (unwelded surface) 
seems (appears) 




Essential English 


171 


sight (to see) 
site (place) 
cite (refer to) 


their (pronoun) 
there (adverb) 

thorough (complete) 
through (to the end) 

waist (part of the body; 


stationary (adjective) 
stationery (noun) 


right) 

steel (metal) 

straight (direct) 
strait (narrow) 


steal (to take without 


a garment) 

waste (destruction; cloth for 


cleaning machinery) 

weak (not strong) 
week (seven days) 


PREPOSITIONS 


Frequently some one asks: What preposition should I 
use? That’s a hard question to answer, because the 
idiomatic use of prepositions is very difficult to learn. In 
addition to the following list, you should consult the dic¬ 
tionary (the Standard is very good), observe the practice of 
careful writers, and aim to use prepositions accurately. 

abide in a place 
abide for a time 
abide with a person 
abide by a decision 
abound in 

absolved from a promise 
abstain from 
abstract from 
accede to 
accessory to 

accompanied by a person or friends 

accompanied with a thing, consequence, etc. 

accord in —two or more in an opinion 

accord with friends, another’s opinion 

accord a privilege to a person 

accordance with 

according to 

account for 

acquainted with 

acquiesce in 

add to 



172 


Making Letters Talk Business 


adequate to the demand 

adequate for the purpose 

adjacent to 

admit of 

adverse to 

agree in opinion 

agree on or upon a statement of principles, rules, 

agree to the terms proposed 

agree with a person 

agree among ourselves 

agreeable to 

alien to 

alive in nerve 

alive to impulse 

alive with hope 

alive through all his being 

allot to a company for a purpose 

allude to 

amass for oneself, for a purpose 
amass with labor 
amass by industry 
amazed at 

amplify on or upon the subject 
amplify by illustration 
approve of 

at variance with another 
averse to 

awkward in action 
awkward at business 
bestow on or upon 
calculate on or upon 
capable of 

capacity for good or evil 
capacity of 20 gallons 
character of man 
clear to the mind 
clear in argument 
coincide with 

commence by doing something 
commence from a point 
commence with the meeting 



Essential English 


173 


compare one thing to another 

compare with to note agreement or difference in detail 
compel to 
comply with 

confer favors on or upon a friend 

confer with a person about a matter 

confide in a person 

confide in the integrity of a firm 

confide a trust to a person 

confirm by testimony 

confirm in a belief 

conform to 

congratulate on or upon 
connect with 
conscious of 
consist in substance 
consist of materials 
contrast with 
convenient for a purpose 
convenient to a place 
conversant with matters 
correspond to (similarity of actions) 
correspond with (exchange letters) 
decide upon 

deliberate on , upon , about , concerning 

demand for things needed 

demand of a person by threat or force 

dependent on or upon 

desist from 

devolve upon 

differ from persons, things, opinions, each other 

differ with (persons differ in opinion with one another) 

different from 

disappointed in a matter 

disappointed of hope or purpose 

disapprove of 

dislike to 

dispense with 

else than —not else but 

emerge from 

employed at a stipulated salary 



174 


Making Letters Talk Business 


employed for a purpose 

employed in , on , upon , or about a work, business, etc. 

encroach upon 

enter at a certain place 

enter a name in a list, book, or record 

enter on or upon a work 

enter for the contest 

enter into controversy 

equivalent to 

exception to 

familiar with 

fearful of 

foreign to 

free from 

full of 

glad at the sight 
glad of the fact 

grateful to the giver for the gift 
guard against 
help in an enterprise 
help with money 
help to success 
hinder in progress 
hinder from an act 
hinder by opposition 
identical with 
•impose upon 
in accordance with 
inconsistent with 
indifferent to 
inferior to 

influence with , upon , or over a person or thing 
influence by , through , or by means of any quality 
influence for or in behalf of any person or object 
in pursuance of 

inquisitive about' concerning , in regard to , regarding 

in search of 

inseparable from 

insight into 

insist upon 

interpose between persons 




Essential English 


175 


interpose in a matter 
intervene between 
intrude upon 
in view of facts 
labor at your work 
labor for an employer . 
labor under adverse conditions 
liable to 

listen for what we expect to hear 

listen to music (never listen at) 

live in the country, in town, at or in Washington 

live on the hill, on or upon a diet 

live by one’s wit, by toil 

live for a purpose 

live with or among friends 

made of 

necessity for action 

necessity to a person 

necessity of surrender 

need of 

object to 

observant of 

offend against 

opposite to 

other than 

part into shares 

part one from another 

part with a possession 

part between contestants 

participate in 

permit of 

pleased with 

plentiful in resources 

prevent from 

profit by experience 

prohibit by law 

prohibit from doing an act 

provide against misfortune 

provide for the future 

provide with funds 

reconcile to a person 



176 


Making Letters Talk Business 


reconcile with a condition 

regard for 

rely upon 

remit to 

resemblance to 

responsible for conduct 

responsible to a person 

seek for 

seize upon 

skilful at or in work 

skilful with a tool 

suitable for 

superior to 

surprised at 

think of or about 

touch upon 

versed in 



INDEX 

Abbreviations, list of; abbreviation of date; of months; of men’s 
names; of names of cities; of number; of state names; of street 

and avenue; use of unsanctioned abbreviations,. 91 

Accept, except, correct use of,. 160 

Access , excess , correct use of,.170 

Accuracy vs Speed,. 98 

Addressing Envelopes,.108 

Address, Inside,.100 

Adjectives defined,.150 

Adverbs defined,.150 

Advice, advise , correct use of,.161 

Affect, effect, correct use of,.161 

Agreement of pronoun with antecedent,.;.150 

A Hook in Every Line,. 58 

Ain% .161 

All right, .161 

Allusion, illusion , correct use of,.170 

Already, all ready , correct use of,.161 

Altogether, all together , correct use of,.161 

Among, between, correct use of,.162 

Analysis , plural of,. 90 

And, preceded by comma,. 81 

Angel , am/Zs, correct use of,.170 

A Nose for News,. 57 

Antecedent, agreement of pronoun with,.150 

Anybody .. 90 

Any day .. 90 

Any one, . 90 

Hm/ pZace, some place ,. 23 

Hm/ Zime,.. • ..; • : • • 90 

Apostrophe, for plurals of figures, letters, etc.; to indicate omission 

of letters; with possessive case, except pronouns,. 86 

Appendix , plural of,. 90 

Appositive, set off by commas,. 81 

As.... as, so.... as ..161 

Ascent, assent , correct use of,.170 

At, at about, .192 

Attaching Stamp,.193 

Awful, .192 

Bad, badly, .192 

Balance, remainder, rest, correct use of,.192 

Baring, barring, bearing, correct use of,.170 

Beforehand, . 90 

Begin Promptly,. 90 

Beside, besides, .192 

Between, among, correct use of,.192 

Body of letter, arrangement of second sheet,.101 

But preceded by comma,. 81 

But that, but what, that, .192 
















































178 


Making Letters Talk Business 


Bystander, plural of,. 90 

Calendar, calender, correct use of,.170 

Can , mcu/, correct use of,.105 

Capital, capitol , correct use of,.170 

Capitalization, after WHEREAS and RESOLVED; of dear in saluta¬ 
tion; of directions; of first word of quotation; of generalized 
expressions; of institution names; of proper names; of seasons; 

of titles; for emphasis,. 96 

Case of pronoun, after than, to be, .151 

Cereal, serial , correct use of,.170 

Chemical elements and their symbols,. 91 

Cite, sight, site , correct use of,.170 

Claim, .162 

Clause, dependent, preceding principal clause,.81 

Clearness,. 26 

Closings, forms of,. 44 

Coarse, course, correct use of,.170 

Collective nouns, when used as subject,.149 

Colon, to follow salutation; to introduce appositives; to introduce 

formal list,. 84 

Comma, before and; before of; between subject and verb; comma 
fault; in a series; to enclose parenthetical expressions (wedged 
into middle of sentence); to indicate conjunctions; to indicate 
omission; to indicate pause; to separate numbers; to separate 
series; to separate statements joined by and or hut; to set off 
absolute phrase; to set off appositives; to set off date; to set 
off dependent clause preceding principal clause; to set off 
geographical name; to set off interrupting expression; to set off 
non-restrictive clause or phrase; to set off unnecessary clause 
or phrase; to set off quotations; when series forms subject,.... 80 

Common nouns,.149 

Company, plural of,. 90 

“Complaint” letter,. 41 

Complement, compliment, correct use of,.170 

Complimentary closings, forms of,.101 

Concede, .170 

Conciseness,. 27 

Connection: Words and Phrases,. 28 

Consonants, divide words between,. 88 

Contact, point of,. 18 

Contractions,.153 

Conviction,. 20 

Correspondence, correspondents, correct use of,.170 

Council, counsel, consul, correct use of,.162 

Courtesy,. 5 

Curriculum, plural of,. 90 

Dash, for emphasis; in place of parentheses; to indicate change in 

thought; to join numbers,. 86 

Data, .163 

Defunct Phrases,. 9 






































Index 


179 


Device, devise, correct use of,.170 

Different than, from, ..163 

Directing Mail,.103 

Distinguishing Adjectives and Adverbs,.152 

Don't, doesn't .. 163 

Double negatives,.163 

Driftwood in Letters,. 7 

Dual , dweZ, correct use of,.170 

Dyeing, dying, correct use of,.170 

Each, every, either, neither, . 163 

Effect, affect, correct use of,.161 

Either. .. .or, neither. . . . nor, . 29 

Elements, chemical and their symbols,. 91 

Eligible, legible, correct use of,.170 

Emphasis, by capital letters; by hyphening words; by quotation 
marks; by spacing between letters; by underlining; mechanical,. 99 

Enclosures,.101 

Enthuse, enthusiastic, correct use of,.163 

Envelopes, how to address,.103 

Especially, specially, correct use of,.163 

Essential Mechanics,. 77 

Ever, never, .163 

Everybody, . 90 

Every, each, either, neither, .163 

Every one, . 90 

Every time, . 90 

Exceed, .170 

Except, accept, correct use of,. ..160 

Excess, access, correct use of,. 170 

Exclamation point, use of,. 87 

Fair, fare, correct use of,.170 

Figures separated by comma,. 80 

Figures, use of,. 05 

Folding letters,.102 

Formally, formerly, correct use of,.170 

Formula, plural of,. .. • 00 

Gender, agreement of pronoun with its antecedent in; masculine, 

used to refer to both sexes,.150 

Genius, plural of,. 00 

Getting Under Way, point of contact; when you must refuse, 

“complaint” letter, the unsolicited letter—getting attention, 38 

Glittering Generalities,. 56 

Got, .164 

Gotten, .164 

Hadn't ought, .164 

Hanger-on, plural of,. 00 

Have, has, or had, list of verbs used with,.156 

Hear, here, correct use of,... # .170 

Hyphen, words hyphened for emphasis; to express meaning, word 
groups hyphened,. 89 















































180 


Making Letters Talk Business 


If, whether , correct use of,.164 

Illusion, allusion, correct use of,.170 

In, into , .164 

Inasmuch, . 00 

Inaugurate ..164 

Index, plural of,. 00 

Indirect quotation,. 85 

Infinitive, split; tense of,.167, 156 

Inside Address, arrangement of; content of,.100 

In so far, . 90 

Instance, instants, correct use of,.170 

Intercede, .170 

Inter-plant Letter, make-up of,.106 

Interrupting expression, set off by commas,. 80 

Ifs, its, correct use of,.164 

Last, latter, correct use of,.164 

Lay, lie, .165 

Learn , teach , correct use of,.164 

Leave , let , .165 

Legible, eligible, correct use of,.170 

Lengthwise, sidewise, .165 

Letters folded,.102 

Lie, lay, . 155 

Like, .165 

Loose, lose, correct use of,.165 

Margins,. 99 

May, can, correct use of,.165 

Me coming, my coming ,.165 

Mechanical Emphasis,.. 99 

Mechanical Quality,. 99 

Mechanics, the essential,. 77 

Memorandum, plural of,. 90 

Misplaced modifiers,.157 

Modifiers, misplaced, squinting,.167 

Negatives, double,.163 

Neither. . . .nor, either. .. .or, . 29 

Never, ever, .163 

Nevertheless, . 90 

Nobody, . 90 

None, .165 

Non-restrictive clause, defined; punctuation of,. 83 

Non-restrictive phrase, defined; punctuation of,. 83 

No one, . 90 

Nor, or, .165 

Nouns, collective, common, proper; plural in form, singular in 

meaning,.149 

Nowadays, . 90 

Number, abbreviation of,. 91 

Number, agreement of pronoun with its antecedent in,.150 

Numbers separated by comma,. 80 




















































Index 


181 


Objective form of pronoun; when not used,.151 

Of, off of, .166 

On, upon. .169 

Only, .166 

Onto, .166 

Or, nor, .165 

Ordinance, ordnance, correct use of,.170 

Ought, hadn't, .164 

Outside letter, make-up of,.105 

Over with. .166 

Paragraph Development,. 35 

Parenthesis , plural of,. 90 

Parentheses, used less than dash,. 87 

Partially, partly, correct use of,.166 

Partition, petition, correct use of,.170 

Party, person, people , correct use of,.166 

Peace, piece, correct use of,.170 

People, party, person, correct use of,.166 

Per cent, percentage, correct use of,.166 

Per day, per year, .167 

Period, after abbreviations; after question of courtesy; after request; 

after sentence; “Period Fault,”. 79 

Person, agreement of pronoun with its antecedent in,.150 

Person, party, people, correct use of,.166 

Personal, personnel, correct use of,.170 

Persuasion,. 22 

Petition, partition, correct use of,.170 

Phenomenon, plural of,. 90 

Phrase, non-restrictive,. 80 

Phrases and words, superfluous,.158 

Piece, peace, correct use of,.170 

Plain, plane , correct use of,.170 

Plan for correct spelling,.109 

Plurals,. 90 

Plural noun, used between subject and verb,.153 

Positive Appeal,. 52 

Precede, .170 

Precedence, precedents, correct use of,.170 

Prefix, see syllabication,. 88 

Prepositions, list of,.171 

Principal, principle, correct use of,.167 

Principles, the essential,. 3 

Proceed, ... ;••••• 170 

Pronoun, after than; to be; agreement with antecedent; objective 

form of, sequence of; used after verb,.! .151 

Proper nouns,. 149 

Proven ..1^7 

Providing, provided , correct use of,..... 167 

Punctuation (for specific uses, see in this index Comma, Period, 
Semicolon, etc.). 79 


















































182 


Making Letters Talk Business 


Question Mark, use of,. 89 

Quiet , quite , correct use of,.170 

Quotation Marks, for emphasis; for quotation within quotation; to 
enclose direct quotation; with other punctuation marks; set 

off by comma; when several paragraphs are quoted,. 85 

Radius , plural of,. 90 

Raise , rise ,.155 

Re, ..167 

Rear , raise , correct use of,.167 

Reason Why,. 53 

Recede, .170 

Remainder , rest, balance, correct use of,.162 

Respectfully, respectively , correct use of,.167 

Rest, remainder , balance, correct use of,.162 

Restrictive clause, defined; punctuation of,. 83 

Rise, raise, .155 

Salutation, ends with colon; forms of,. 101 

Sat, sit, . 155 

Seams, seems, correct use of,.170 

Second sheet,.101 

Seldom ever, .167 

Semicolon, between clauses of compound sentence; to separate long, 

independent clauses; when conjunction is omitted,. 83 

Sentence, defined, incomplete,.158 

Separate words,. 90 

Sequence of pronouns,.150 

Serial, cereal, correct use of,.170 

Series No. 1,. 64 

Series No. 2,. 70 

Series forms subject, see comma,. 80 

Series members separated by comma,. 80 

Sesquipedalianism,. 62 

Shall, will, .155 

Shifting of tense,. u .168 

Should, would, .155 

Shovelful, plural of,. 90 

Sidewise, lengthwise, .165 

Sight, site , cite, correct use of,.171 

Single subjects joined by either. ... or, neither. . . . nor,.153 

Singular nouns plural in form,.150 

“sion” one syllable,. 88 

Sit, sat, . 155 

So ... .as, as ... .as, .161 

Solid words,. 90 

Somebody, . 90 

Somebody else’s . .167 

Some day, . 90 

Some one, . 90 

Some place, any place, . 161 

Some Points to Keep in Mind,. 78 


















































Index 


183 


Something, . 90 

Sometime, sometimes, . 90 

Spacing, after sentence; colon; abbreviation; initial; semicolon; 

comma,. 99 

Specially, especially , correct use of,.163 

Spelling,....109 

Split infinitive,.167 

Spoonful , plural of,. 90 

Squinting modifiers,.167 

Stamp, how to attach,.103 

State, . 168 

Stationary, stationery , correct use of,..171 

Steal, steel, correct use of,.171 

Stenographer, where she fails,.171 

Straight, strait, correct use of,.171 

Subject, governs verb; when collective nouns are used as; when 
verb precedes, single subject joined by either.... or, neither 
. . . .nor; when verb does not immediately follow; when two pro¬ 
nouns precede,.153 

Succeed ..170 

Suffix, “le”; see Syllabication,. 88 

Superfluous Words and Phrases,.158 

Supersede, .170 

Syllable division,. 88 

Syllabication, before suffix; after prefix; between consonants; of 

one-syllable words; natural division,. 88 

Symbols of Chemical Elements,. 91 

Tact,. 46 

Teach, learn, correct use of,.164 

Tense, shifting of,.168 

Than, . 168 

That, hut that, hut what; who; which ..162 

The Central Selling Point,. 54 

The correct pronoun to use,.151 

The Clincher,. 24 

The Complete Picture,. 15 

The Essential Mechanics,. 77 

The Essential Principles,. 3 

The Injured Tone,. 61 

The Personal Touch,. 59 

The Point of Contact,.. . 18 

The Right Word to Use,. 160 

The Unsolicited Letter—Getting Attention,. 42 

Their, there, correct use of,.171 

Them, .168 

Themselves, . 00 

Therefor, therefore, correct use of,.168 

Thorough, through, correct use of,.171 

“ tion ,” one syllable,. 88 

Titles, common; doubled; Esq.; governmental; position of,. 99 
















































184 


Making Letters Talk Business 


To, too , two , correct use of,.168 

Transition,. 34 

Try and , try to, .168 

Typewriter, care of; centering; tabular key; time saving devices,. . . 98 

Underlining for emphasis,. 99 

Unique, .169 

Upon , on,.169 

Use of Figures,. 95 

Variety,. 30 

Verbs, agreement of with subject;.153 

Waist, waste , correct use of,.171 

Was, were ..169 

JFeafc, wefc, correct use of,.171 

Week ended , week ending ..169 

fUere, was,.169 

What is a Sentence?.158 

When You Must Refuse,. 40 

Where the Stenographer Fails,.159 

Whether , if, correct use of,.164 

Which, who, that, .169 

Whichever .. 90 

Who, whom, .169 

Will, shall, .155 

Words Frequently Misspelled,.110 

Word groups hyphened,. 89 

Words of one syllable, division of,. 89 

Words—The Working Tools of the Letter Writer,. 17 

Words that look and sound similar, but differ in meaning, list of,. . 170 

Word Usage,.160 

Words and Phrases, superfluous,.158 

Words written separately,. 90 

Words written together,. 90 

Would, should, .155 

Your Destination,. 44 









































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